Where Web Users Spend Time vs. Where Traffic Referrals Originate
“Most of our site’s traffic comes from Google, so most of our digital marketing efforts and spending should be on Google, too.” – An…
Analytics
Who Sends Traffic on the Web and How Much? New Research from Datos & SparkToro
Update: April 23, 2026: Shortly after publishing this research in March 2024, we hosted a webinar with Eli Goodman, CEO, Datos. You can watch…
Why the Least Measurable Marketing Channels Tend to Perform Best: 5-Minute Whiteboard
Content marketing, social media, events, PR, and marketing through sources-of-influence have consistently produced remarkable results for the companies I’ve run, and yet, most big…
The 3 Big Problems with Asking “How Did You Hear About Us?” | 5-Minute Whiteboard
Marketing attribution is dying. Ad blockers. Privacy laws. The death of third-party cookies. Keyword (not provided). Dark social. It’s an attribution-trained marketer’s nightmare. Knowing…
We Analyzed Millions of ChatGPT User Sessions: Visits are Down 29% since May, Programming Assistance is 30% of Use
Generative AI, and ChatGPT in particular have been catnip to the tech press, the mainstream media, and the conversations of professionals in nearly every…
5-Minute Whiteboard: How Obsession with Attribution Warps Marketing Investments
Why do 90% of marketing dollars flow to paid/performance channels that provide attribution? HINT: It’s not because ads are 10X more effective than organic…
5-Minute Whiteboard: Measurement vs. Attribution
Howdy SparkToro fans and welcome to the first edition of a new series we’re experimenting with—short, whiteboard style explainer videos. This inaugural video covers…