The Q1 2018 traffic quality study by Nudge analyzed human-based engagements across various content types, highlighting a notable decrease in overall traffic quality year-over-year. While social media showed improvement, sources like email and search faced declines despite remaining high in quality. Nudge also blocked 76 million bot impressions and intends to provide real-time measurement through its analytics tools.

1. Gustaf Stenlund
Digital Marketing Manager
+
Not all clicks are created equal.
Q1 2018 Traffic Quality Study.

2. Agenda
Intro of Nudge
Methodology
Key findings
Discussion

3. Benchmarks Insights AttributionReal Time Analytics
API Integrations Nudge Distribute CommonSenseBot
Built by marketers to provide real-time measurement and reporting.
Nudge, content marketing analytics for the
world’s best brands and publishers.

4. Nudge blocked 76 million bot impressions in Q1
76
Million

5. For this research, we looked at:
Traffic over the first 3 months of 2018
We categorized 9.3 million, human based engagements (no bots)
Content types: All formats
All industries, but our top 5 are:
technology,
finance,
food/drink,
travel & tourism and
health & fitness.
Average attention minutes / Norm: 0.7 minutes
Note: For this study, there were fewer bulk impressions for influencers, so we lowered
the threshold (for that category) in order to extrapolate value from influencers too.

6. Traffic Sources vs Benchmark [Q1 2018]
Quality Benchmark: 0.7 attention minutes
Influencer
Email
Direct
Search
Publisher
Social
75%
32%
26%
17%
13%
3%
Recommendation Units
Native
Programmatic
Display
6%
36%
46%
74%
Above benchmark Below benchmark

7. YoY Changes Between Traffic Sources
Traffic Sources that INCREASED
quality YoY.
2017 2018 Diff. %
Programmatic
Social
Direct
Display
Native
0.21 0.38 81%
0.48 0.72 50%
0.75 0.88 17%
0.16 0.18 12%
0.41 0.43 5%
Traffic Sources that DECREASED
quality YoY.
2017 2018 Diff. %
Publisher
Recommendation units
Search
Email newsletter
Influencer
0.86 0.79 - 8%
0.83 0.66 - 20%
1.03 0.82 - 20%
1.26 0.92 - 27%
1.82 1.22 - 33%

8. Commentary
Compared to last year’s traffic quality study:
Overall quality has dropped YoY.
While social is low, it has improved drastically from last year.
Programmatic, Display and Native remain low on quality, but have all made progress YoY.
Email, search and influencers remain high but have dropped in quality.
Email, search and influencers remain underutilized, i.e. still low on scale from last year.

9. People vs Attention
Direct
Influencer
Publisher
Social
Email
Search
Other
Rec. units
Native
Programmatic
Display
Attention
People

10. +
Interesting stuff, right?
We think so too.
If you’d like to learn more about this research, or get a demo
of Nudge, give us a shout!
ari@giveitanudge.com