Purging (and Blocking) Bot Traffic From Email Reporting Metrics
How many “fake” email metrics are out there — spurious traffic measured in opens, clickthroughs, and other engagement metrics? How many of these email reporting metrics may be built into service-level guarantees offered by some email service providers (ESPs)? And what should we do about it?
For those of who pay attention to such metrics (thank you for reading this far), perhaps we need to do more data investigation, working closely with our ESPs to make sure there’s nothing “fake” in our marketing performance reporting.
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