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New Report Finds That X May Be Inflating its Ad Performance Results
There’s an anomaly in X’s web traffic data that’s been hurting my head in recent months.
As per data from SEMRush, which measures referral traffic from Google, X saw a very sudden, and massive increase in web referrals in April last year.
As you can see in this chart, web referrals to www.twitter.com went from around a billion per day on average up to April 5th,2023, to more than 2 billion on April 7th. And since then it’s increased even further, and is now up to an average of around 3 billion referrals per day.
Which is a huge increase, and there’s nothing that I can find to suggest why Twitter, or X, would have suddenly seen such a big jump in web referrals at this time.
Maybe, I assumed, it could be due to X limiting access to its API (which went into effect at the end of March), which could have then prompted a big uptick in researchers accessing the platform in different ways. Maybe it’s related to the rate limits that X implemented to stop AI companies from scraping its platform, though those only came into effect in July.
Worth noting, too, that www.x.com has also seen a similar traffic spike very recently, going from 390k referrals on February 14th, 2024, to 1.35m a day later.
The Super Bowl was on the 12th, so that’s not it, and it’s also a day after Valentine’s Day. And the change is huge here, a 3.4x multiple.
So why is this happening? What’s changing within X’s system, or Google’s, to drive such big shifts in its referral numbers?
Maybe, in the case of x.com at least, the spike is a result of the company’s ongoing work to switch over to the new domain.
Then today, I saw this report from Mashable, which, quoting data from ad measurement provider CHEQ, found that of all of the referral traffic driven via X ads during the weekend of the Super Bowl, almost 76% of it came from sources that CHEQ identified as likely fake.
As explained by Mashable:
“CHEQ monitors bots and fake users across the internet in order to minimize online ad fraud for its clients. The company accomplishes this by tracking how visitors from different sources, such as X, interact with a client’s page after they click one of their links. The company can also tell when a bot is passing itself off as a real user, such as when a fraudulent user is faking what type of operating system they are using to view a website.”
Now, while there is definitive method here, the findings are also anecdotal to some degree, as CHEQ only has access to this type of insight for its client list. But for comparison, CHEQ also reported that the exact same measurement report for last year’s Super Bowl found that only 2.8% of the traffic from X was likely fake, out of 159,000 visits.
For clarity, this year, CHEQ’s analysis looked at 144,000 visits to its clients’ sites that came from X during Super Bowl weekend,
So could X be inflating its numbers with fakes and spam sources, in order to boost its own reach figures, as a means to potentially lure more ad spend?
It seems unlikely, but then again, X owner Elon Musk did make fakes on the platform a key focus, as part of his efforts to get out of buying the platform, which was ultimately rejected by the courts.
Back in July 2022, as Musk sought to renege on his $44 billion offer for the app, Musk argued that the platform wasn’t actually worth that price due to the high amount of bot profiles, which Twitter had continually included in its active user figures.
Twitter had long held that the number of fake profiles in the app didn’t exceed 5% of its total mDAU count, based on its own sampling, but Musk claimed that it was actually much, much more, with his own team’s analysis finding that around 33% of Twitter’s active profiles were likely fake. Musk eventually settled on it being a more modest 20%, while noting that it was likely much higher.
20% fake/spam accounts, while 4 times what Twitter claims, could be *much* higher.
My offer was based on Twitter’s SEC filings being accurate.
Yesterday, Twitter’s CEO publicly refused to show proof of <5%.
This deal cannot move forward until he does.
— Elon Musk (@elonmusk) May 17, 2022
So Musk himself claimed that at least 20% of X’s active usage was via bots and spam. Yet since taking over the platform, Musk has made no mention of this, instead quoting “record high” usage figures, while also claiming to have defeated bots in the app.
And seemingly, both of these stats can’t be true.
For example, if bots accounted for 20% of Twitter’s mDAU count at the time of the purchase, as Elon claimed, that would mean that X would have had to eradicate around 50.6 million bot accounts to clean it up and start afresh, without bots included in its active user figures. X’s user count has since climbed from 238 million daily actives, to more than 250 million today, a count that Musk initially reported in November 2022, just a month after he took over at the app. Which would mean that, accounting for bot removals, X would have had to have added around 62 million more users since Musk took over.
The platform has never added more than 30 million more actives over a 12-month period. So either X has seen astronomical growth as a result of Elon taking over, or Elon’s bot estimates were wrong, and were likely juiced as part of a bid to wriggle out of the X deal.
Or X still has a heap of bots, around 20% of its user base, and Musk and Co. have simply opted to do nothing about it.
But then again, X does have ad verification partners who are able to provide third-party analysis on this front, and would likely be able to confirm whether X ads are being seen by real people or not. And if X is actually bulking up its numbers with fake traffic, those verification partners would detect this.
Right?
Well, it depends on what, spefically, each of its verification partners is measuring.
- Integral Ad Science (IAS) offers brand safety and suitability measurement on X, though it has also offered viewability and invalid traffic confirmation in the past. It’s not clear if IAS still provides traffic validity assurance on X (we’ve inquired with IAS as to its thoughts on this new data).
- DoubleVerify (DV) also offers brand safety measurement for X, as well as fraud and viewability measurement across both display and video campaigns (we’ve also asked DV for its thoughts on this new report).
- As of June last year, X was also meeting with a range of additional measurement providers, including Zefr and Unitary, to provide more control over ad placement, but there was no mention of audience authentication.
So, for the most part, X’s ad verification partners are focused on ad placement, not on audience verification, and they only do this for commissioning partners, not all X traffic. So it is possible that they wouldn’t be able to provide definitive data to dispel this concern either.
Does that mean that X is definitely juicing its numbers, in an effort to make its performance seem better than it is?
No, it’s doesn’t. Again, all of these data points could have some alternative explanation, and because CHEQ only has access to a selection of X traffic data, it’s not clear if this is happening across the board.
The real insight will come from your own ad performance data, and what you’re seeing. If you’re noting that you’re X insights include a lot of clicks and engagement, but you’re not seeing the same reflected in your own analytics and performance data, then it could be that something’s not right, and that X is inflating those figures.
Essentially, as with all things digital marketing, individual results will vary, and if you’re still seeing strong ad performance on X, it’s probably worth sticking with it.
But it could be worth keeping an eye on your X performance metrics moving forward, in case of anomalies.
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12 Proven Methods to Make Money Blogging in 2024
This is a contributed article.
The world of blogging continues to thrive in 2024, offering a compelling avenue for creative minds to share their knowledge, build an audience, and even turn their passion into profit. Whether you’re a seasoned blogger or just starting, there are numerous effective strategies to monetize your blog and achieve financial success. Here, we delve into 12 proven methods to make money blogging in 2024:
1. Embrace Niche Expertise:
Standing out in the vast blogosphere requires focus. Carving a niche allows you to cater to a specific audience with targeted content. This not only builds a loyal following but also positions you as an authority in your chosen field. Whether it’s gardening techniques, travel hacking tips, or the intricacies of cryptocurrency, delve deep into a subject you’re passionate and knowledgeable about. Targeted audiences are more receptive to monetization efforts, making them ideal for success.
2. Content is King (and Queen):
High-quality content remains the cornerstone of any successful blog. In 2024, readers crave informative, engaging, and well-written content that solves their problems, answers their questions, or entertains them. Invest time in crafting valuable blog posts, articles, or videos that resonate with your target audience.
- Focus on evergreen content: Create content that remains relevant for a long time, attracting consistent traffic and boosting your earning potential.
- Incorporate multimedia: Spice up your content with captivating images, infographics, or even videos to enhance reader engagement and improve SEO.
- Maintain consistency: Develop a regular publishing schedule to build anticipation and keep your audience coming back for more.
3. The Power of SEO:
Search Engine Optimization (SEO) ensures your blog ranks high in search engine results for relevant keywords. This increases organic traffic, the lifeblood of any monetization strategy.
- Keyword research: Use keyword research tools to identify terms your target audience searches for. Strategically incorporate these keywords into your content naturally.
- Technical SEO: Optimize your blog’s loading speed, mobile responsiveness, and overall technical aspects to improve search engine ranking.
- Backlink building: Encourage other websites to link back to your content, boosting your blog’s authority in the eyes of search engines.
4. Monetization Magic: Affiliate Marketing
Affiliate marketing allows you to earn commissions by promoting other companies’ products or services. When a reader clicks on your affiliate link and makes a purchase, you get a commission.
- Choose relevant affiliates: Promote products or services that align with your niche and resonate with your audience.
- Transparency is key: Disclose your affiliate relationships clearly to your readers and build trust.
- Integrate strategically: Don’t just bombard readers with links. Weave affiliate promotions naturally into your content, highlighting the value proposition.
5. Display Advertising: A Classic Approach
Display advertising involves placing banner ads, text ads, or other visual elements on your blog. When a reader clicks on an ad, you earn revenue.
- Choose reputable ad networks: Partner with established ad networks that offer competitive rates and relevant ads for your audience.
- Strategic ad placement: Place ads thoughtfully, avoiding an overwhelming experience for readers.
- Track your performance: Monitor ad clicks and conversions to measure the effectiveness of your ad placements and optimize for better results.
6. Offer Premium Content:
Providing exclusive, in-depth content behind a paywall can generate additional income. This could be premium blog posts, ebooks, online courses, or webinars.
- Deliver exceptional value: Ensure your premium content offers significant value that justifies the price tag.
- Multiple pricing options: Consider offering tiered subscription plans to cater to different audience needs and budgets.
- Promote effectively: Highlight the benefits of your premium content and encourage readers to subscribe.
7. Coaching and Consulting:
Leverage your expertise by offering coaching or consulting services related to your niche. Readers who find your content valuable may be interested in personalized guidance.
- Position yourself as an expert: Showcase your qualifications, experience, and client testimonials to build trust and establish your credibility.
- Offer free consultations: Provide a limited free consultation to potential clients, allowing them to experience your expertise firsthand.
- Develop clear packages: Outline different coaching or consulting packages with varying time commitments and pricing structures.
8. The Power of Community: Online Events and Webinars
Host online events or webinars related to your niche. These events offer valuable content while also providing an opportunity to promote other monetization avenues.
- Interactive and engaging: Structure your online events to be interactive with polls, Q&A sessions, or live chats. Click here to learn more about image marketing with Q&A sessions and live chats.
9. Embrace the Power of Email Marketing:
Building an email list allows you to foster stronger relationships with your audience and promote your content and offerings directly.
- Offer valuable incentives: Encourage readers to subscribe by offering exclusive content, discounts, or early access to new products.
- Segmentation is key: Segment your email list based on reader interests to send targeted campaigns that resonate more effectively.
- Regular communication: Maintain consistent communication with your subscribers through engaging newsletters or updates.
10. Sell Your Own Products:
Take your expertise to the next level by creating and selling your own products. This could be physical merchandise, digital downloads, or even printables related to your niche.
- Identify audience needs: Develop products that address the specific needs and desires of your target audience.
- High-quality offerings: Invest in creating high-quality products that offer exceptional value and user experience.
- Utilize multiple platforms: Sell your products through your blog, online marketplaces, or even social media platforms.
11. Sponsorships and Brand Collaborations:
Partner with brands or businesses relevant to your niche for sponsored content or collaborations. This can be a lucrative way to leverage your audience and generate income.
- Maintain editorial control: While working with sponsors, ensure you retain editorial control to maintain your blog’s authenticity and audience trust.
- Disclosures are essential: Clearly disclose sponsored content to readers, upholding transparency and ethical practices.
- Align with your niche: Partner with brands that complement your content and resonate with your audience.
12. Freelancing and Paid Writing Opportunities:
Your blog can serve as a springboard for freelance writing opportunities. Showcase your writing skills and expertise through your blog content, attracting potential clients.
- Target relevant publications: Identify online publications, websites, or magazines related to your niche and pitch your writing services.
- High-quality samples: Include high-quality blog posts from your site as writing samples when pitching to potential clients.
- Develop strong writing skills: Continuously hone your writing skills and stay updated on current trends in your niche to deliver exceptional work.
Conclusion:
Building a successful blog that generates income requires dedication, strategic planning, and high-quality content. In today’s digital age, there are numerous opportunities to make money online through blogging. By utilizing a combination of methods such as affiliate marketing, sponsored content, and selling digital products or services, you can leverage your blog’s potential and achieve financial success.
Remember, consistency in posting, engaging with your audience, and staying adaptable to trends are key to thriving in the ever-evolving blogosphere. Embrace new strategies, refine your approaches, and always keep your readers at the forefront of your content creation journey. With dedication and the right approach, your blog has the potential to become a valuable source of income and a platform for sharing your knowledge and passion with the world, making money online while doing what you love.
Image Credit: DepositPhotos
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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?
In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.
The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.
According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.
Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.
Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.
The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.
This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.
Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.
As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?
Only time will tell.
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Catering to specific audience boosts your business, says accountant turned coach
While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.
When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.
“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.
Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.
“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.”Â
“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.
“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.
Watch the video for more of Sandra Parker’s biggest lessons.
