Phil asks, “My site’s functionality is being limited by ad blockers. How do I make my site more trustworthy?”
Like email marketing, we will increasingly have to ask users who are using sophisticated ad blocking tools to whitelist our sites. We’ll also need to take at least one other step in the near future as marketers to ensure effective measurement. Watch the video for full details.
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What follows is an AI-generated transcript. The transcript may contain errors and is not a substitute for watching the video.
But there’s a bigger issue here. There’s there’s a much, much bigger issue here. And that much bigger issue is that so many of the analytics tools, the functionality on our website, the interactivity is so many of these different tools are vulnerable to being blocked. And that creates a real problem for marketers who want to be accurate with their data as well as offer, you know, enhanced functionality, which is what Phil’s question is. If you look, for example, at your infrastructure analytics, in fact, let me bring up an example here. This is this is the the tracking data from Cloud flare. So Cloud flow is a caching service that makes the websites that we operate more more resistant to attacks. But a side benefit is that bypassing all of our traffic through their infrastructure, we can get a sense of how much traffic there is. So if you look here, on cloud fleurs analytics we see is it says I had a minimum daily visitor log about 2700 a day, but a maximum of 6000 a day. If I look at the most recent day, I had about 3790 visitors to my website. That’s cool, right? Now, let’s look at Google Analytics at the same time period, Google Analytics is saying 400 463 475 users a day. That’s a big difference. That’s like, five x difference, right? six x difference in the number of visitors that Google Analytics thinks I had, versus what cloud flare thinks I had, because of a caching technology, ad blocking scripts, all sorts of things that are interfering with Google Analytics ability to track effectively This is one of the reasons why tag management software is important and why implementing analytics with its the no script feature is super important. Because otherwise, you are losing the ability to measure traffic. And it’s a pretty serious problem. So if I am getting inaccurate reporting on my analytics, I have a real data quality problem. Right. And your site probably does, too. So one of the things we’re gonna have to do as marketers probably in the very near future, work with our hosting providers to to implement server based logging again, which is something that we used to use in in website marketing, back in the early 2000s. Some of y’all remember the venerable AWS stats plugin way back in the day, it looked at server logs, and what was hitting the server. The only reliable way we can judge how much traffic we’re getting this to measure on the device itself, right, because no blocking no tracking software can block the fact that you are consuming resources on a server. So start looking around at options if you’re a marketer, who is who is charged with the analytics. So your websites start looking at backup options tools like Google Analytics that can look at the server data itself. In addition to Google Analytics, we’re not getting rid of Google Analytics because we’re going to need its its information. But there’s a real problem. When it comes to scripts and tracking codes being blocked by ad blocking technology as this war between advertiser and ad blocker continues to ramp up. And make sure that you you’ve got great analytics on things that are tangible actions people can take like subscribing to a newsletter so that you can still see an impact down funnel even if your web analytics quality degrades over time due to ad blocking. Great question, Phil. important question. Lots to unpack here. lots to do, and you need to do it soon. Because if you don’t, you’re going to be flying blind after a while. As always, please subscribe to the YouTube channel on the newsletter. I’ll talk to you soon.
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