A marketer’s nightmare: Clickloss

Let’s get straight to the point: What is clickloss?

As Nick Lenihan explains in this thorough guide, “Clickloss is when you buy X amount of clicks, but less are reported in your tracker, and even less are reported in your affiliate network.”

What causes clickloss?
Clickloss can occur for a number of reasons, such as:

  • Internet’s functions: Link redirects, page load speed difference between different pages, servers located in different countries than users. All this architecture can result in some of your clicks getting lost in the interwebz…
  • Human behavior and traffic types: Low intent traffic types (pops, in-app videos, etc) will have a high clickloss.
  • Shady business partners: All the actors in the scene have different goals that might not reflect your ROAS.
  • Bots: Fake clicks are not an underground legend. Bots do exist and can cause a loss in traffic.
What’s an acceptable clickloss percentage?
  • Don’t worry if it’s less than 10%.
  • Greater than 10%? It might be worth investigating.
  • Once it gets over 20% you should start to sweat.
How to fix clickloss
  • Make sure your tracker and landing page are loading as fast as possible.
  • Eliminate sources with a high clickloss percentage from your campaign.
  • Use a landing page instead of direct linking.

But remember, you can’t eliminate clickloss completely… After all, it’s how the Internet works ¯\_(ツ)_/¯

No trust, no more: Google vs the US
Google might have to prepare for another pandemic-like situation as multiple US authorities prepare to file cases against antitrust violations.

What is their plea? They seek to promote competition by discouraging large organizations from unfairly using their dominant market position to squeeze out competitors.

Blast from the past. The search giant was fined $1.7B in the EU last year for anti-competitive behavior when many businesses accused it of using its search results to promote its own webpages over competitors.

The results in the EU might be a strong defining factor and offer a clue to the type of allegations it will face in the US as well.

Accusations in the US may follow a similar course and have a similar outcome, and they’re expected to be filed this summer before being followed by state-level suits in the fall.

Well, what do you think? Another heavy fine for Google? Google to make another retaliatory algorithm change?

READ MORE  Welcome To Super Affiliate Secrets

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