analytics

Intent Data Hit the Commodity Floor. Three Competitors Bought the Same List.

When every intent vendor pulls from the same upstream feed, three competitors end up bidding on the exact same in-market account.

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Dark analytics chart where a glowing ChatGPT referral line drops sharply as a grey Direct traffic line rises, with a broken link icon and a magnifying glass

GPT-6 Dropped ChatGPT's UTM Tags, and Your AI Traffic Moved to Direct

ChatGPT stopped adding utm_source=chatgpt.com to outbound links after GPT-6 rolled out on October 7, 2026, and it now opens links with "noreferrer," so sites receive no tag and no referrer. Adobe data on roughly 500 pages shows ChatGPT visits down 31,000 a day while

Dark analytics dashboard with a settings gear, a retention dial turned to maximum, an active toggle switch, and a funnel leaking red data points

The 7 GA4 Settings Marketers Should Fix Before Trusting Any Report

A working GA4 setup for marketers comes down to about seven settings that the install never touches: data retention, internal traffic filters, key events, unwanted referrals, cross-domain measurement, reporting identity, and consent. GA4 ships with defaults that keep only 2 months of event-level data and count your own team as

Dark data visualization of a red 20% off price tag beside a bar chart with one small incremental sales bar and a profit line dipping after a promotion spike

Most Discounts Lose Money, and 75% of Marketers Can't Tell Which Ones

A Kantar and Les Binet survey of 250 senior UK consumer goods leaders, presented at the IPA Effectiveness Conference on October 7, 2026, found that 75% could not estimate what share of their price promotions made money last year. Promotions now take 36% of marketing and trade spend, about double