Firewall block rules dont working

Hi all. :)

Im recently discovered connection to google analytics in Process Explorer from Firefox. Capture.PNG

After this, im opening Norton 360 and adding 2 rules to block this. 2 screenshots below.

[URL=http://radikal.ru/F/s018.radikal.ru/i525/1706/a9/31268a299cd3.jpg.html][IMG]http://s018.radikal.ru/i525/1706/a9/31268a299cd3t.jpg[/IMG][/URL]
[URL=http://radikal.ru/F/s001.radikal.ru/i193/1706/62/2095b9a4ec11.jpg.html][IMG]http://s001.radikal.ru/i193/1706/62/2095b9a4ec11t.jpg[/IMG][/URL]

Issue isnt resolved. Okay. Im going to "hosts" in system folder, adding to file this entries to block this connection. And still can see established connections in Proc Exp. 

What im doing wrong?

WIndows 10 x64 Pro. Norton 360 22.9.4.8

Regards.