Technical SEO and measurement. Writes about crawling, indexing, Core Web Vitals and the difference between a figure and a guess.
338 articles
The decline in ad performance as the same people see the same ad repeatedly, and the settings that limit exposure. At a glance Frequency measures average impres...
Audiences built by finding people similar to an existing customer list or website audience. What is at stake Lookalikes can extend reach efficiently, but they i...
Systems that unify customer data from several sources into one profile for marketing and analysis. The key figures Identity resolution matching records across s...
The state of cross-site tracking in browsers, and what it means for advertising and measurement. Where most projects go wrong The usual mistakes: Waiting for a...
Building a permission-based list of subscribers through content, offers and site placements. Why does it matter? Email reaches people directly without platform...
Campaigns aimed at subscribers or customers who have stopped opening, clicking or buying. At a glance Engagement signals mailbox providers consider engagement i...
Checking that conversions are recorded once, accurately and in the right places across analytics and ad platforms. What is at stake Broken or duplicated trackin...
Clicks and impressions generated by bots or deliberate fraud rather than genuine people. The key figures Invalid traffic platforms filter some automatically and...
Controlling where ads appear so they do not run alongside content that damages the brand. Where most projects go wrong The usual mistakes: No placement controls...
Designing ads that work for people with disabilities, including captions, contrast and readable text. Why does it matter? Inaccessible ads exclude part of the a...
Paying partners commission for sales or leads they refer, and managing the program's rules and compliance. At a glance Disclosure affiliates must disclose mater...
Marketing through resellers, distributors and integration partners rather than only direct to customers. What is at stake Partners reach customers you cannot, b...
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