Connect with us


We Studied 100 SaaS Twitter Profiles to Uncover Top Trends: Here’s What We Found



We Studied 100 SaaS Twitter Profiles to Uncover Top Trends: Here's What We Found

Every company on Twitter has the same features at its disposal to create a standout profile.

Here are those features:

Twitter profile features

But how many SaaS companies make use of them all? And are they using them well?

To find out, we studied the Twitter profiles of 100 SaaS companies.

Let’s start at the top.


Thanks to my colleague, Rebecca Liew, for doing most of the research for this post. She’s the one who shares all the useful SEO tips, threads, and product updates on our Twitter account, so make sure to follow us if you’re not doing so already.

37% of SaaS companies feature their mission statement or tagline in their banner, making it the most popular option. 

How SaaS companies use their Twitter banner

Here’s a super clean example from Zapier

Mission statement Twitter banner from Zapier

The next most popular option (25%) is a branded illustration, like this one from Asana

Branded illustration banner from Asana

Product illustrations are also a relatively popular choice, with 14% of SaaS companies opting for them. 

Here’s an example from InVision:

Product illustration banner from InVision

This demonstrates how its collaboration features work without falling into the trap of showing cluttered screenshots of the literal UI.

Unfortunately, while these kinds of banners work well on desktop, they’re rarely great on mobile.

For example, much of InVision’s banner is obfuscated by the notch and UI elements on my iPhone: 

Banner elements often get obfuscated on mobile—be careful!

Even without the obfuscation, the product text is super tiny and hard to read. This issue is magnified for SaaS companies that use their literal product UI. 

Case in point, Linear:

Don't use tiny text in your Twitter banners—they look bad on mobile

These are things we’re always conscious of when designing banners for our profile, as you can tell from the mockup below:

Design mockup for one of our banners, where we took the mobile UI (and notch) into account

As for the remaining 24% of SaaS companies, we saw everything from, um, nothing…

Blank banner from HTML Email

… to generic stock photography (seriously, Airtable, what is this all about?)

Stock photography banner from Airtable

… to folks with Swiss roll hair rollers (is this how you capture the millennial market? *takes notes*):

Zany banner from Mailchimp (this actually ties to a marketing campaign)

Bland, boring, and zany examples aside, one interesting trend I noticed is that many companies don’t just set a banner and forget it. They swap it to coincide with new feature releases, events, new industry awards, new content, open job positions, etc. 

Here are a couple of examples:

Product announcement banner from Drift
Conference announcement banner from Webflow

Given the number of profile views SaaS companies like Drift and Webflow likely get, this makes a lot of sense.

In fact, this is something we do too.

Here’s our banner promoting our list of Ahrefs hacks

Our banner promoting 18 Ahrefs hacks

Key takeaways + our advice

  • 62% of companies feature a mission statement, tagline, or branded illustration These are all good choices for a “default” Twitter banner. They help reinforce your brand identity and tell potential followers what you’re all about. 
  • 14% of companies feature their products – It makes sense to swap out your “default” banner for this to coincide with product announcements. Just remember to design them with mobile UIs and notches in mind.
  • 24% of companies feature something else It’s probably best to avoid zany and vague banners unless you’re a household brand or are trying to tie your Twitter presence to an advertising campaign. However, it makes sense to showcase time-sensitive things like upcoming events, awards you’ve won, job positions, etc.

100% of SaaS companies feature their logo (or some variation) here.

Big surprise, right? So why am I even bothering to mention it?

The answer is that I want to draw your attention to a mistake some brands make, which is being hell-bent on using their full text-heavy logo.

Don’t get me wrong. There’s nothing wrong with including your full logo when it has a short “horizontal length.”

Take Wix, for example: 

Wix Twitter profile photo

This works just fine. It’s easy to read and recognize on desktop and mobile—even in the small feed icons:

Wix's profile photo looks fine on mobile because it has a short "horizontal length"

But this works less well for brands with logos with a wider “horizontal length.”

Case in point, Talenox:

Talenox Twitter profile photo

This is virtually impossible to read on mobile and doesn’t grab your attention in the feed:

Talenox's profile photo doesn't look great on mobile because it has a long "horizontal length"

I can’t help but feel the icon alone would be much better at grabbing your attention. 

Here’s a mockup:

Mockup of how Talenox's profile photo could be improved

Interestingly, this is a lesson learned from personal experience. We used to have our profile photo set to our “full width” logo, but we soon realized our mistake and changed it to the custom branded icon you see today: 

Our Twitter profile photo is a branded icon, not our full logo

Key takeaways + our advice

  • 100% of SaaS companies set their profile photo as their logo You probably should too. Just make sure to use an icon from your logo or a shorter version if it’s text-heavy.

Most companies (68%) use their bio to reflect what their product or service does.

What SaaS companies write in their Twitter bio

Here’s an example from Mailchimp:

Mailchimp's bio explains what the product does

Even if you knew nothing about Mailchimp before coming across its Twitter profile, you’d end up with a pretty good idea about what it’s selling from its bio alone.

But what about everyone else? 

Well, 28% of companies use it to state their company mission.

Here’s an example from Asana: 

Asana's bio explains its company mission

If you’re none the wiser about what Asana actually is or does after that, join the club. And this isn’t even vague compared to some. Check out Cialfo’s:

Cialfo's bio also explains its mission... but it's super vague

Luckily, the final 4% of companies are being a bit more creative. They seem to either highlight what to expect from following them like BrightLocal or opt for a pure fun approach like Shopify.

BrightLocal's bio explains what to expect by following it
Shopify's bio takes a fun approach

(I like how BrightLocal notes “Tweets by Jenny.” Definitely adds a personal touch!)

Key takeaways + our advice

  • 68% of companies explain what their product or service does This is always a safe bet that helps potential followers understand what you’re all about. 
  • 28% of companies state their mission or tagline This is probably not the best choice unless you’re already a household name and it’s more important to convey a “message” than what you do. 
  • 4% of companies use their bio for something else – I’d avoid the zany “fun” bios unless you’re a household name. They’re vague and unhelpful in most cases. As for telling potential followers what they can expect from you, that makes sense—especially if you only post very specific things on Twitter like product updates. 
  • Personal touches are… a nice touch Hardly any SaaS brands do this, but I think adding “Tweets by [name]” is a great way to humanize your brand (assuming the tweets are actually by one person, of course).

Most SaaS companies (58.4%) don’t utilize bio links. 

41.6% of SaaS companies use bio links

Here’s what we mean by bio links, by the way:

Bio link example

They’re the ones that are actually in the bio (not the dedicated “website” link). 

Basically, any URL or Twitter handle (e.g., @ahrefs) you mention in your bio automatically gets turned into a link. 

For example, here’s me setting up my bio…

Adding links to Twitter bio

… and the result:

How links look in a Twitter bio

But of those that do use them, what do they use them for?

Here’s the data:

Breakdown of the types of links SaaS companies share in their bio


These don’t add up to 100% because some companies include multiple links.

60% of SaaS companies include support links. 

These are either links to dedicated support Twitter profiles (e.g., @asksalesforce)…

Salesforce links to its support page in its bio

… website support hubs

Asana links to its support page in its bio

… or both: 

Calendly links to both its support page and support profile in its bio

19% of brands link to a status page or profile:

Mailchimp links to a service status account in its bio

Interestingly, most of the brands doing this are project management (Airtable, Monday, Miro, etc.) or community apps (Slack, Circle, etc.). Given how much it can impact your day when these kinds of tools go down, that makes perfect sense. 

19% of brands link to their homepage:

Totango links to its homepage in its bio

(Given that the homepage link is almost always duplicated in the profile link, this seems like a waste of space to me. I’m not sure why it’s so common.)

And the final 26% of brands link elsewhere, such as to a newsletter signup page…

We link to our newsletter signup page in our bio

… their social profiles and communities

Supabase links to its social profiles and communities in its bio

… or even branded hashtags:

Astro links to a branded hashtag in its bio

Initially, I thought the branded hashtag was a bit of an odd choice for quite a small brand. However, it actually makes sense, as it’s basically a feed of success stories (big and small) from customers who love the software.

Here are a couple of examples:

Key takeaways + our advice

  • 58.4% of companies don’t utilize bio links This is a waste. Every company has something it could promote here.
  • 60% of companies link to support pages or profiles – Given that frustrated customers often take to Twitter to complain for support, this seems like an effort to move the conversation somewhere less public. That makes sense, especially as customers are probably going to get faster responses elsewhere anyway.
  • 19% of companies link to a status page – This seems like a great way to reduce the number of support requests during outages. 
  • 19% of companies link to their homepage This seems like a waste of space, as most profiles have a homepage link in the website link section.
  • 26% of companies link elsewhere Newsletter signup pages, communities, and jobs pages are all popular options that make sense. I’d stay clear of branded hashtags unless you’re promoting them elsewhere. Otherwise, I doubt they’ll get much engagement. 

Believe it or not, 7% of companies don’t have a profile link. 

Of those that do, 95.7% link to their homepage.

95.7% of SaaS companies link to their homepage on their profile

This makes sense. It’s the obvious place to link to and probably the best one to direct followers to learn more about your product or brand.

Most of the remaining 4.3% link to a Linktree (or another similar alternative):

Yotpo links to a Linktree page on its profile

This approach seems more common with individual “influencers,” but I think it can also work well for SaaS companies.

Yotpo is a good example. Its Linktree links to:

  1. Jobs page Makes sense. If you like a brand enough to follow it on Twitter, there’s a chance you might be interested in working for it.
  2. Blog post Specifically, one that explains the benefits of “zero-party data,” which is what its product helps business owners collect. 
  3. Landing page – This is for its “brand accelerator program” (an initiative to help black-owned small businesses grow). 
  4. Press release – This talks about how it made Forbes’ list of the top 100 private cloud companies
  5. Homepage – Ah… we got there eventually!


The page also links to a campaign to “nominate an amazing woman in ecommerce,” but it’s a 404.

Key takeaways + our advice

  • 95.7% of companies (if they have a profile link) link to their homepage – I’d recommend this for pretty much every SaaS company too. It’s a solid choice and helps potential followers learn more about what you do.
  • 4.3% link elsewhere Mostly to a Linktree (or similar). This is a fine choice if you want to promote multiple things to followers, like job openings and awards. 

Only 55% of SaaS companies use the pinned tweet feature.

Most of those that do (60%) feature a product-related tweet.

What SaaS companies write in their Twitter bio

Here’s an example from Intercom:

Intercom's pinned tweet announces a new product feature

Interestingly, I spotted a lot of brands using videos for this. This makes sense, as there’s really no better way to demonstrate a product feature or explain what your software does. It also allows you to fit more information into your tweet than you’d be able to with 280 characters.


The tweet character limit for Twitter Blue subscribers is technically 4,000. However, a) not all brands have Twitter Blue and b) 4,000 characters are apparently between 571 and 1,000 words on average—who in their right mind wants to read that much copy in a plain text tweet?

10.9% of brands feature an event, contest, challenge, or poll.

Here’s an example from Litmus: 

Litmus' pinned tweet announces an upcoming conference

Obviously, these aren’t just “set it and forget it” pinned tweets. Once the event, challenge, contest, or poll is over, brands swap them out for something else.

What else? 

Blog posts and Twitter threads are common, with 5.5% and 3.6% of brands respectively showcasing these in pinned tweets.

Here are a few examples:

Hypefury's pinned tweet is a thread
Novocall's pinned tweet promotes a blog post

Given that Twitter users almost certainly prefer native content, you’re probably better off turning a blog post you want to promote here into a thread instead. You can always promote the blog post at the end.

This is precisely what we did for our current pinned tweet: 

Our pinned tweet is a thread with 18 Ahrefs hacks

These 18 hacks began life as a blog post. But we knew we’d likely get way more engagement by turning them into a Twitter thread. 

We then promote our newsletter at the end of the thread:

We promote our newsletter in the final tweet of the pinned thread

The remaining 20% of SaaS companies feature other things, like awards they’ve won…

Mailchimp's pinned tweet mentions an award

… rebrand announcements

Rapid's pinned tweet announces a rebrand

… and white papers:

MarketDial's pinned tweet promotes... a white paper

I think these all make sense—except for white papers. 

Even if you’re targeting enterprise customers, I just can’t see many people browsing Twitter and thinking “Oh, cool—a white paper! I’ll download that right away!” 

Key takeaways + our advice

  • 45% of companies don’t have pinned tweets – Don’t be one of them. Pinned tweets are a useful way to highlight import updates, campaigns, and initiatives. 
  • 60% of companies have product-related pinned tweets – This is a safe bet, but I think it’s best to use an engaging format like video if possible. This also extends the amount of information you can put in your pinned tweet beyond the 280-character limit. 
  • 10.9% of companies feature events, contests, challenges, or polls – This makes sense, as you usually want to draw as much attention to these types of events as possible in a limited period of time.
  • 5.5% of companies feature blog posts I would avoid this, as I think few Twitter users want to consume content off the platform. 
  • 3.6% of companies feature threads – I think there are too many threads on Twitter, but they’re obviously popular so… what do I know? Either way, this is another good way to effectively extend the 280-character tweet limit. 
  • 20% of companies feature other things – Awards, announcements—basically whatever they want to draw attention to at the moment. Just don’t try to force users to download white papers; I really don’t think anyone on Twitter wants that.

Final thoughts

How you set up your company’s Twitter profile depends on the impression you want to make and the things you want to promote. Just make sure to utilize all the features Twitter gives you to create a standout profile. 

If you’re short on time, here’s our best advice to get your profile up and running fast:

Quick guide to setting up a SaaS Twitter profile

Got questions? Ping me on… you know where.

Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address


GPT Store Set To Launch In 2024 After ‘Unexpected’ Delays




GPT Store Set To Launch In 2024 After 'Unexpected' Delays

OpenAI shares its plans for the GPT Store, enhancements to GPT Builder tools, privacy improvements, and updates coming to ChatGPT.

  • OpenAI has scheduled the launch of the GPT Store for early next year, aligning with its ongoing commitment to developing advanced AI technologies.
  • The GPT Builder tools have received substantial updates, including a more intuitive configuration interface and improved file handling capabilities.
  • Anticipation builds for upcoming updates to ChatGPT, highlighting OpenAI’s responsiveness to community feedback and dedication to AI innovation.

Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading


96.55% of Content Gets No Traffic From Google. Here’s How to Be in the Other 3.45% [New Research for 2023]



96.55% of Content Gets No Traffic From Google. Here's How to Be in the Other 3.45% [New Research for 2023]

It’s no secret that the web is growing by millions, if not billions of pages per day.

Our Content Explorer tool discovers 10 million new pages every 24 hours while being very picky about the pages that qualify for inclusion. The “main” Ahrefs web crawler crawls that number of pages every two minutes. 

But how much of this content gets organic traffic from Google?

To find out, we took the entire database from our Content Explorer tool (around 14 billion pages) and studied how many pages get traffic from organic search and why.

How many web pages get organic search traffic?

96.55% of all pages in our index get zero traffic from Google, and 1.94% get between one and ten monthly visits.

Distribution of pages by traffic from Content Explorer

Before we move on to discussing why the vast majority of pages never get any search traffic from Google (and how to avoid being one of them), it’s important to address two discrepancies with the studied data:

  1. ~14 billion pages may seem like a huge number, but it’s not the most accurate representation of the entire web. Even compared to the size of Site Explorer’s index of 340.8 billion pages, our sample size for this study is quite small and somewhat biased towards the “quality side of the web.”
  2. Our search traffic numbers are estimates. Even though our database of ~651 million keywords in Site Explorer (where our estimates come from) is arguably the largest database of its kind, it doesn’t contain every possible thing people search for in Google. There’s a chance that some of these pages get search traffic from super long-tail keywords that are not popular enough to make it into our database.

That said, these two “inaccuracies” don’t change much in the grand scheme of things: the vast majority of published pages never rank in Google and never get any search traffic. 

But why is this, and how can you be a part of the minority that gets organic search traffic from Google?

Well, there are hundreds of SEO issues that may prevent your pages from ranking well in Google. But if we focus only on the most common scenarios, assuming the page is indexed, there are only three of them.

Reason 1: The topic has no search demand

If nobody is searching for your topic, you won’t get any search traffic—even if you rank #1.

For example, I recently Googled “pull sitemap into google sheets” and clicked the top-ranking page (which solved my problem in seconds, by the way). But if you plug that URL into Ahrefs’ Site Explorer, you’ll see that it gets zero estimated organic search traffic:

The top-ranking page for this topic gets no traffic because there's no search demandThe top-ranking page for this topic gets no traffic because there's no search demand

This is because hardly anyone else is searching for this, as data from Keywords Explorer confirms:

Keyword data from Ahrefs' Keywords Explorer confirms that this topic has no search demandKeyword data from Ahrefs' Keywords Explorer confirms that this topic has no search demand

This is why it’s so important to do keyword research. You can’t just assume that people are searching for whatever you want to talk about. You need to check the data.

Our Traffic Potential (TP) metric in Keywords Explorer can help with this. It estimates how much organic search traffic the current top-ranking page for a keyword gets from all the queries it ranks for. This is a good indicator of the total search demand for a topic.

You’ll see this metric for every keyword in Keywords Explorer, and you can even filter for keywords that meet your minimum criteria (e.g., 500+ monthly traffic potential): 

Filtering for keywords with Traffic Potential (TP) in Ahrefs' Keywords ExplorerFiltering for keywords with Traffic Potential (TP) in Ahrefs' Keywords Explorer

Reason 2: The page has no backlinks

Backlinks are one of Google’s top three ranking factors, so it probably comes as no surprise that there’s a clear correlation between the number of websites linking to a page and its traffic.

Pages with more referring domains get more trafficPages with more referring domains get more traffic
Pages with more referring domains get more traffic

Same goes for the correlation between a page’s traffic and keyword rankings:

Pages with more referring domains rank for more keywordsPages with more referring domains rank for more keywords
Pages with more referring domains rank for more keywords

Does any of this data prove that backlinks help you rank higher in Google?

No, because correlation does not imply causation. However, most SEO professionals will tell you that it’s almost impossible to rank on the first page for competitive keywords without backlinks—an observation that aligns with the data above.

The key word there is “competitive.” Plenty of pages get organic traffic while having no backlinks…

Pages with more referring domains get more trafficPages with more referring domains get more traffic
How much traffic pages with no backlinks get

… but from what I can tell, almost all of them are about low-competition topics.

For example, this lyrics page for a Neil Young song gets an estimated 162 monthly visits with no backlinks: 

Example of a page with traffic but no backlinks, via Ahrefs' Content ExplorerExample of a page with traffic but no backlinks, via Ahrefs' Content Explorer

But if we check the keywords it ranks for, they almost all have Keyword Difficulty (KD) scores in the single figures:

Some of the low-difficulty keywords a page without traffic ranks forSome of the low-difficulty keywords a page without traffic ranks for

It’s the same story for this page selling upholstered headboards:

Some of the low-difficulty keywords a page without traffic ranks forSome of the low-difficulty keywords a page without traffic ranks for

You might have noticed two other things about these pages:

  • Neither of them get that much traffic. This is pretty typical. Our index contains ~20 million pages with no referring domains, yet only 2,997 of them get more than 1K search visits per month. That’s roughly 1 in every 6,671 pages with no backlinks.
  • Both of the sites they’re on have high Domain Rating (DR) scores. This metric shows the relative strength of a website’s backlink profile. Stronger sites like these have more PageRank that they can pass to pages with internal links to help them rank. 

Bottom line? If you want your pages to get search traffic, you really only have two options:

  1. Target uncompetitive topics that you can rank for with few or no backlinks.
  2. Target competitive topics and build backlinks to rank.

If you want to find uncompetitive topics, try this:

  1. Enter a topic into Keywords Explorer
  2. Go to the Matching terms report
  3. Set the Keyword Difficulty (KD) filter to max. 20
  4. Set the Lowest DR filter to your site’s DR (this will show you keywords with at least one of the same or lower DR ranking in the top 5)
Filtering for low-competition keywords in Ahrefs' Keywords ExplorerFiltering for low-competition keywords in Ahrefs' Keywords Explorer

(Remember to keep an eye on the TP column to make sure they have traffic potential.)

To rank for more competitive topics, you’ll need to earn or build high-quality backlinks to your page. If you’re not sure how to do that, start with the guides below. Keep in mind that it’ll be practically impossible to get links unless your content adds something to the conversation. 

Reason 3. The page doesn’t match search intent

Google wants to give users the most relevant results for a query. That’s why the top organic results for “best yoga mat” are blog posts with recommendations, not product pages. 

It's obviously what searchers want when they search for "best yoga mats"It's obviously what searchers want when they search for "best yoga mats"

Basically, Google knows that searchers are in research mode, not buying mode.

It’s also why this page selling yoga mats doesn’t show up, despite it having backlinks from more than six times more websites than any of the top-ranking pages:

Page selling yoga mats that has lots of backlinksPage selling yoga mats that has lots of backlinks
Number of linking websites to the top-ranking pages for "best yoga mats"Number of linking websites to the top-ranking pages for "best yoga mats"

Luckily, the page ranks for thousands of other more relevant keywords and gets tens of thousands of monthly organic visits. So it’s not such a big deal that it doesn’t rank for “best yoga mats.”

Number of keyword rankings for the page selling yoga matsNumber of keyword rankings for the page selling yoga mats

However, if you have pages with lots of backlinks but no organic traffic—and they already target a keyword with traffic potential—another quick SEO win is to re-optimize them for search intent.

We did this in 2018 with our free backlink checker.

It was originally nothing but a boring landing page explaining the benefits of our product and offering a 7-day trial: 

Original landing page for our free backlink checkerOriginal landing page for our free backlink checker

After analyzing search intent, we soon realized the issue:

People weren’t looking for a landing page, but rather a free tool they could use right away. 

So, in September 2018, we created a free tool and published it under the same URL. It ranked #1 pretty much overnight, and has remained there ever since. 

Our rankings over time for the keyword "backlink checker." You can see when we changed the pageOur rankings over time for the keyword "backlink checker." You can see when we changed the page

Organic traffic went through the roof, too. From ~14K monthly organic visits pre-optimization to almost ~200K today. 

Estimated search traffic over time to our free backlink checkerEstimated search traffic over time to our free backlink checker


96.55% of pages get no organic traffic. 

Keep your pages in the other 3.45% by building backlinks, choosing topics with organic traffic potential, and matching search intent.

Ping me on Twitter if you have any questions. 🙂

Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading


Firefox URL Tracking Removal – Is This A Trend To Watch?




Firefox URL Tracking Removal - Is This A Trend To Watch?

Firefox recently announced that they are offering users a choice on whether or not to include tracking information from copied URLs, which comes on the on the heels of iOS 17 blocking user tracking via URLs. The momentum of removing tracking information from URLs appears to be gaining speed. Where is this all going and should marketers be concerned?

Is it possible that blocking URL tracking parameters in the name of privacy will become a trend industrywide?

Firefox Announcement

Firefox recently announced that beginning in the Firefox Browser version 120.0, users will be able to select whether or not they want URLs that they copied to contain tracking parameters.

When users select a link to copy and click to raise the contextual menu for it, Firefox is now giving users a choice as to whether to copy the URL with or without the URL tracking parameters that might be attached to the URL.

Screenshot Of Firefox 120 Contextual Menu

Screenshot of Firefox functionality

According to the Firefox 120 announcement:

“Firefox supports a new “Copy Link Without Site Tracking” feature in the context menu which ensures that copied links no longer contain tracking information.”

Browser Trends For Privacy

All browsers, including Google’s Chrome and Chrome variants, are adding new features that make it harder for websites to track users online through referrer information embedded in a URL when a user clicks from one site and leaves through that click to visit another site.

This trend for privacy has been ongoing for many years but it became more noticeable in 2020 when Chrome made changes to how referrer information was sent when users click links to visit other sites. Firefox and Safari followed with similar referrer behavior.

Whether the current Firefox implementation would be disruptive or if the impact is overblown is kind of besides the point.

What is the point is whether or not what Firefox and Apple did to protect privacy is a trend and if that trend will extend to more blocking of URL parameters that are stronger than what Firefox recently implemented.

I asked Kenny Hyder, CEO of online marketing agency Pixel Main, what his thoughts are about the potential disruptive aspect of what Firefox is doing and whether it’s a trend.

Kenny answered:

“It’s not disruptive from Firefox alone, which only has a 3% market share. If other popular browsers follow suit it could begin to be disruptive to a limited degree, but easily solved from a marketers prospective.

If it became more intrusive and they blocked UTM tags, it would take awhile for them all to catch on if you were to circumvent UTM tags by simply tagging things in a series of sub-directories.. ie.<tag1>/<tag2> etc.

Also, most savvy marketers are already integrating future proof workarounds for these exact scenarios.

A lot can be done with pixel based integrations rather than cookie based or UTM tracking. When set up properly they can actually provide better and more accurate tracking and attribution. Hence the name of my agency, Pixel Main.”

I think most marketers are aware that privacy is the trend. The good ones have already taken steps to keep it from becoming a problem while still respecting user privacy.”

Some URL Parameters Are Already Affected

For those who are on the periphery of what’s going on with browsers and privacy, it may come as a surprise that some tracking parameters are already affected by actions meant to protect user privacy.

Jonathan Cairo, Lead Solutions Engineer at Elevar shared that there is already a limited amount of tracking related information stripped from URLs.

But he also explained that there are limits to how much information can be stripped from URLs because the resulting negative effects would cause important web browsing functionality to fail.

Jonathan explained:

“So far, we’re seeing a selective trend where some URL parameters, like ‘fbclid’ in Safari’s private browsing, are disappearing, while others, such as TikTok’s ‘ttclid’, remain.

UTM parameters are expected to stay since they focus on user segmentation rather than individual tracking, provided they are used as intended.

The idea of completely removing all URL parameters seems improbable, as it would disrupt key functionalities on numerous websites, including banking services and search capabilities.

Such a drastic move could lead users to switch to alternative browsers.

On the other hand, if only some parameters are eliminated, there’s the possibility of marketers exploiting the remaining ones for tracking purposes.

This raises the question of whether companies like Apple will take it upon themselves to prevent such use.

Regardless, even in a scenario where all parameters are lost, there are still alternative ways to convey click IDs and UTM information to websites.”

Brad Redding of Elevar agreed about the disruptive effect from going too far with removing URL tracking information:

“There is still too much basic internet functionality that relies on query parameters, such as logging in, password resets, etc, which are effectively the same as URL parameters in a full URL path.

So we believe the privacy crackdown is going to continue on known trackers by blocking their tracking scripts, cookies generated from them, and their ability to monitor user’s activity through the browser.

As this grows, the reliance on brands to own their first party data collection and bring consent preferences down to a user-level (vs session based) will be critical so they can backfill gaps in conversion data to their advertising partners outside of the browser or device.”

The Future Of Tracking, Privacy And What Marketers Should Expect

Elevar raises good points about how far browsers can go in terms of how much blocking they can do. Their response that it’s down to brands to own their first party data collection and other strategies to accomplish analytics without compromising user privacy.

Given all the laws governing privacy and Internet tracking that have been enacted around the world it looks like privacy will continue to be a trend.

However, at this point it time, the advice is to keep monitoring how far browsers are going but there is no expectation that things will get out of hand.

Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading