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…
Data
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…
Email is the Most Consistent, Reliable Marketing Channel on the Web and I Can Prove It
This is a very short post to say: If you’re not investing in your own email marketing list, you’re making a bad choice. Social…
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: 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…
New Research: Dark Social Falsely Attributes Significant Percentages of Web Traffic as “Direct”
When site owners and marketers log into their analytics tools to determine how visitors discover and reach their properties, they expect accurate information. Unfortunately,…
AI-Generated Content is the New Floor
Anyone can make it. Most of it is at least OK. Some of it’s pretty good. A few folks are already sharpening their skills…
NEW: Custom Search & Custom Audiences Offer Incredible New Ways to Use SparkToro
Updated April 10, 2024: We relaunched SparkToro with new data sources. In that update, we also renamed “Custom Search” to “Advanced Search.” If you have a…
NEW: Audience Tracking is Now Available in SparkToro
Since our launch in 2020, SparkToro has helped thousands of marketers uncover the most popular demographic and behavioral attributes of their target audiences. Emphasis…
Which 3rd-Party Traffic Estimate Best Matches Google Analytics?
In July and August of this year, SparkToro solicited (via Twitter, our email newsletter, LinkedIn, Facebook, and Instagram) voluntary sharing of Google Analytics data…