Our mission is to help customers gain data independence. By taking control of atomic-level digital marketing data, Confection customers can make far better decisions about their marketing spending.
Confection's latest feature gives customers a new way to do this.
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A recent customer pilot didn't produce the "epic results" we're accustomed to seeing. Instead of +30-40% more session intel, we saw an average of < 10%.
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As we dug into the issue, we realized what was happening.
By default, Confection filters out all bot traffic. Up to now, our assumption had always been, "Why would you ever want to log or report on bot activity?" This customer's experience answered that question in a pretty commanding way:
"To identify bots you're paying for (and don't realize you're paying for)."
Ultimately, we discovered 20-30% of this company's paid ad campaign traffic was bots. This artificially inflated the number of native pageviews. In effect, this customer was wasting $0.20-0.30 of every $1 it spent on paid ads.
Empowered with data independence, this customer can now hold the ad vendor to account, save money, and, ultimately, dedicate paid spending to campaigns that generate far less bot traffic.
This new feature can be useful for identifying non-human paid campaign traffic, evaluating campaigns/vendors, and cutting wasted spending. To try it, visit the "My Account" screen in your dashboard. There, you'll see three options:
Once one of the latter two are enabled, Confection will append [Bot - %Bot Name%] to page titles and #bot-%botname% to URLs in your account data. If you're using our native Google Analytics integration, you'll see the data there as well. This will allow you to easily filter bot traffic and analyze the impact on your site traffic and paid ad spending.
Today is your data independence day.
Take control of your atomic-level digital marketing data. Get 20-30x more attribution data and 30-40% more session intelligence in critical endpoints like CRMs, analytics tools, and ad campaigns.
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