FouAnalytics - site analytics and media analytics for practitioners to detect fraud and take action themselves - on-site tags and in-ad tags measure sites and ad impressions, respectively
FouAnalytics is an alternative to Google Analytics, but with fraud and bot detection baked in. Marketers can use FouAnalytics to look at their own campaigns, find the domains and apps that are eating up their budgets fraudulently, and turn them off, while the campaign is still running. How does that compare to your blackbox fraud detection that just gives you a percent IVT number?
In 2021 some marketers are still asking whether ad fraud is real and whether it is pervasive. This serves as a simple reminder of some of the evidence collected over the years.
Everyone is paying for fraud detection, but without enough technical knowledge, they don't realize the fraud detection doesn't work or is easily tricked by the bad guys. So what's worse is that the people paying for fraud detection have a false sense of security and take their eyes off of the obvious fraud that is still getting through.
How many of these hidden costs were you aware of?
Without even talking about digital ad fraud, there are other costs in the digital ad supply path that eat up most of every dollar that advertisers spend in digital. There are known costs of 60 - 70% extracted by adtech middlemen.
FouAnalytics is an alternative to Google Analytics, but with fraud and bot detection baked in. Marketers can use FouAnalytics to look at their own campaigns, find the domains and apps that are eating up their budgets fraudulently, and turn them off, while the campaign is still running. How does that compare to your blackbox fraud detection that just gives you a percent IVT number?
In 2021 some marketers are still asking whether ad fraud is real and whether it is pervasive. This serves as a simple reminder of some of the evidence collected over the years.
Everyone is paying for fraud detection, but without enough technical knowledge, they don't realize the fraud detection doesn't work or is easily tricked by the bad guys. So what's worse is that the people paying for fraud detection have a false sense of security and take their eyes off of the obvious fraud that is still getting through.
How many of these hidden costs were you aware of?
Without even talking about digital ad fraud, there are other costs in the digital ad supply path that eat up most of every dollar that advertisers spend in digital. There are known costs of 60 - 70% extracted by adtech middlemen.
These slides were presented at the Semrush webinar "Top E-commerce Marketing Channels in 2021". Video replay is available at https://www.semrush.com/webinars/top-e-commerce-marketing-channels-in-2021/
PPC Restart 2023: Ondřej Sláma - Videoreklama na YouTube - přemýšlíme nad ní ...Taste
Při plánování a optimalizaci videoreklamy na YouTube je snadné je přehlédnout a nebo je možná ani neznáte. Řeč je o radách, které vám Ondřej dá, abyste mohli z videoreklam na YouTube pro své značky získat víc.
Measuring Digital marketing - ROI & KPIsAnkur Garg
My guest lecture at UC Berkeley, discussing the subject of measuring Digital Marketing efforts. The steps included identifying right metrics/KPIs and building campaigns with high ROI metrics.
In the ever changing world, marketing strategies are changing fast. A new domain of marketing, digital marketing emerged with the rise of the internet and social media. New trends in digital marketing in the upcoming year can modify the face of marketing.
An ultimate guide to Digital Marketing and its ToolsArjun Pawar
This presentation will make an amateur understand what is Digital Marketing.
What are the tools used for online marketing & what are its advantages or disadvantages.
You can get more information on http://victormediainstitute.com
DIGITAL MARKETING
With the rapid rise of consumers using the Internet for work, communication, shopping and
recreation, virtually every organisation should have an online presence and be effectively
leveraging digital marketing opportunities. This means keeping up-to-date with online tools
and knowing how to use them to achieve overall business and marketing goals. This course
will guide you through the key skills you need to achieve your digital marketing goals.
The course sets out essential concepts and skills relating to the fundamentals of digital
marketing, including creating a web presence, optimising content for search engines, using
social media platforms, carrying out online marketing across a range of services, as well as
monitoring and improving campaigns using analytics.
Digital Trends for 2022 with specific focus on:
- The Evolution of Digital Marketing
- Digital Customer Experiences X Data Driven Strategies
- Strategic Content Marketing - PR, Thought Leadership and SEO
- Mixed Reality is the New Reality
- The Talent War is just beginning…
“In addition to the ad fraud itself, bad guys make money by selling the “picks and shovels” too – e.g. bots, traffic, clicks, malware, fake apps, etc. They have an entire ecosystem to extract value. What follows are just a few examples, scratching the surface.”
Advanced approach to Google Universal App campaigns.GameCamp
How to use Google Universal App campaigns for gaming users acquisition? What are tips and tricks that help you manage campaigns effectively? How to structure activities for different game genres?
These slides were presented at the Semrush webinar "Top E-commerce Marketing Channels in 2021". Video replay is available at https://www.semrush.com/webinars/top-e-commerce-marketing-channels-in-2021/
PPC Restart 2023: Ondřej Sláma - Videoreklama na YouTube - přemýšlíme nad ní ...Taste
Při plánování a optimalizaci videoreklamy na YouTube je snadné je přehlédnout a nebo je možná ani neznáte. Řeč je o radách, které vám Ondřej dá, abyste mohli z videoreklam na YouTube pro své značky získat víc.
Measuring Digital marketing - ROI & KPIsAnkur Garg
My guest lecture at UC Berkeley, discussing the subject of measuring Digital Marketing efforts. The steps included identifying right metrics/KPIs and building campaigns with high ROI metrics.
In the ever changing world, marketing strategies are changing fast. A new domain of marketing, digital marketing emerged with the rise of the internet and social media. New trends in digital marketing in the upcoming year can modify the face of marketing.
An ultimate guide to Digital Marketing and its ToolsArjun Pawar
This presentation will make an amateur understand what is Digital Marketing.
What are the tools used for online marketing & what are its advantages or disadvantages.
You can get more information on http://victormediainstitute.com
DIGITAL MARKETING
With the rapid rise of consumers using the Internet for work, communication, shopping and
recreation, virtually every organisation should have an online presence and be effectively
leveraging digital marketing opportunities. This means keeping up-to-date with online tools
and knowing how to use them to achieve overall business and marketing goals. This course
will guide you through the key skills you need to achieve your digital marketing goals.
The course sets out essential concepts and skills relating to the fundamentals of digital
marketing, including creating a web presence, optimising content for search engines, using
social media platforms, carrying out online marketing across a range of services, as well as
monitoring and improving campaigns using analytics.
Digital Trends for 2022 with specific focus on:
- The Evolution of Digital Marketing
- Digital Customer Experiences X Data Driven Strategies
- Strategic Content Marketing - PR, Thought Leadership and SEO
- Mixed Reality is the New Reality
- The Talent War is just beginning…
“In addition to the ad fraud itself, bad guys make money by selling the “picks and shovels” too – e.g. bots, traffic, clicks, malware, fake apps, etc. They have an entire ecosystem to extract value. What follows are just a few examples, scratching the surface.”
Advanced approach to Google Universal App campaigns.GameCamp
How to use Google Universal App campaigns for gaming users acquisition? What are tips and tricks that help you manage campaigns effectively? How to structure activities for different game genres?
Advertisers have deployed technology and relied on new industry standards to reduce wasted ad spend due to fraud and low viewability. But have those actually worked to drive up RoAS (return on ad spend)? Research data suggests that there are still high amounts of ad fraud that remains to be cleaned up and that the fake traffic, impressions, and clicks further corrupt the analytics that advertisers use to measure the success of their campaigns. Hear practical recommendations from Dr. Augustine Fou, independent cybersecurity and ad fraud researcher, on how to measure and mitigate ad fraud using high tech tools and low tech techniques.
Digital ad fraud continues to increase, as more ad dollars shift into digital. This is a recap of current forms of ad fraud and current techniques and technologies being used to combat it.
Human audiences are scarce and valuable; if you want "traffic" or "inventory' there's plenty of that, even at low cost (because it's generated by bots -- i.e. NHT - non-human traffic).
presentation on ad fraud and ad blocking, and the intersection with bots -- bots dont use ad blocking and their fraudulent activities mess up measurement and ROI
Digital ad fraud has not only NOT gone down; it has actually gone up in certain cases. There are some improvements when companies make special efforts. Ad blocking is also emerging as a threat.
So much misinformation out there about digital ad fraud. Most numbers come without context. And that is a problem. Here are some charts updated with the latest data; internally consistent.
We've come a long way in terms of getting the industry educated about ad fraud. And now there are even case studies of advertisers and publishers taking measurable actions that reduce bots and fraud. There is still a lot of work ahead and the first step is to realize we can't let our guard down now; we must be ever more vigilant and aggressive in protecting the digital ad ecosystem.
Ad Fraud is at its highest point ever. Yet detection of fraud is at its lowest point ever. Hmmm. It's probably because the bots are better at hiding so the detection is catching less and less of it.
how the money flows from the advertisers through the ad tech intermediaries to longtail, fraud, and fake sites, with the help of botnets and traffic sellers
bad guys started with fake websites, then moved to loading ads only to save time and bandwidth; now they are simply faking bid requests and flooding exchanges
Previous studies that addressed the impact of losing third party (“3P”) cookies on ad revenue did not clearly differentiate between the impact on ad tech intermediaries versus on publishers. Instead of “advertiser CPMs” (what advertisers pay) this study uses “media CPMs” (what the publishers get) to better isolate the impact of tracking vs no tracking on publishers.
The original idea of the digital media trust collaborative is was sharing threat intelligence to more quickly remove fraudulent domains and apps from media buys.
most buyers who buy in programmatic channels think they are getting enormous "reach" -- i.e. their ads are shown on many sites; but this data shows the exact opposite is true. Their ads are being shown on a small number of sites (less than 1,000); the buyers might as well have bought more direct from good publishers.
digital ad fraud is as rampant as ever; new ripples caused by privacy regulations are starting to affect the market. and more BS from trade associations pretending to be doing something
Using Google Analytics to find abnormal traffic and fraud; this is a how-to, to get hourly charts instead of daily rolled-up or averaged data, which hides the fraud.
from the IAB FY 2019 advertising revenue report, we show that CPM and CPC ads represent 92% of all digital spend; these are the favorite targets of fraudters
When marketers buy from good publishers and pay HIGHER CPMs, they get better outcomes and marketing efficiency, despite the higher CPM. This is because there are human audiences that visit those good publishers' sites.
why do hackers hack? of course, it's fun for them. But they hack to make tons of money with their unique skillset. How does hacking connect to ad fraud? Here are a few examples.
marketers assume their digital marketing is working as expected; but if they looked more closely at analytics, they may see that some of those assumptions are not valid -- i.e. they are not getting what they thought they paid for. Take a closer look yourself.
Data from FouAnalytics, on-site measurement and in-ad measurement was compared to DBM exchange data for 26 exchanges, 7.5 trillion impressions (30 day period) to analyze browser market share -- specifically Safari/iOS.
Findings include: 1) bots pretending to be Safari/iOS outnumber real Safari users 5 to 1, and 2) there is a 1.5X average surplus of Safari impressions available on exchanges compared to unique cookies.
Understanding User Behavior with Google Analytics.pdfSEO Article Boost
Unlocking the full potential of Google Analytics is crucial for understanding and optimizing your website’s performance. This guide dives deep into the essential aspects of Google Analytics, from analyzing traffic sources to understanding user demographics and tracking user engagement.
Traffic Sources Analysis:
Discover where your website traffic originates. By examining the Acquisition section, you can identify whether visitors come from organic search, paid campaigns, direct visits, social media, or referral links. This knowledge helps in refining marketing strategies and optimizing resource allocation.
User Demographics Insights:
Gain a comprehensive view of your audience by exploring demographic data in the Audience section. Understand age, gender, and interests to tailor your marketing strategies effectively. Leverage this information to create personalized content and improve user engagement and conversion rates.
Tracking User Engagement:
Learn how to measure user interaction with your site through key metrics like bounce rate, average session duration, and pages per session. Enhance user experience by analyzing engagement metrics and implementing strategies to keep visitors engaged.
Conversion Rate Optimization:
Understand the importance of conversion rates and how to track them using Google Analytics. Set up Goals, analyze conversion funnels, segment your audience, and employ A/B testing to optimize your website for higher conversions. Utilize ecommerce tracking and multi-channel funnels for a detailed view of your sales performance and marketing channel contributions.
Custom Reports and Dashboards:
Create custom reports and dashboards to visualize and interpret data relevant to your business goals. Use advanced filters, segments, and visualization options to gain deeper insights. Incorporate custom dimensions and metrics for tailored data analysis. Integrate external data sources to enrich your analytics and make well-informed decisions.
This guide is designed to help you harness the power of Google Analytics for making data-driven decisions that enhance website performance and achieve your digital marketing objectives. Whether you are looking to improve SEO, refine your social media strategy, or boost conversion rates, understanding and utilizing Google Analytics is essential for your success.
1.Wireless Communication System_Wireless communication is a broad term that i...JeyaPerumal1
Wireless communication involves the transmission of information over a distance without the help of wires, cables or any other forms of electrical conductors.
Wireless communication is a broad term that incorporates all procedures and forms of connecting and communicating between two or more devices using a wireless signal through wireless communication technologies and devices.
Features of Wireless Communication
The evolution of wireless technology has brought many advancements with its effective features.
The transmitted distance can be anywhere between a few meters (for example, a television's remote control) and thousands of kilometers (for example, radio communication).
Wireless communication can be used for cellular telephony, wireless access to the internet, wireless home networking, and so on.
Bridging the Digital Gap Brad Spiegel Macon, GA Initiative.pptxBrad Spiegel Macon GA
Brad Spiegel Macon GA’s journey exemplifies the profound impact that one individual can have on their community. Through his unwavering dedication to digital inclusion, he’s not only bridging the gap in Macon but also setting an example for others to follow.
2.Cellular Networks_The final stage of connectivity is achieved by segmenting...JeyaPerumal1
A cellular network, frequently referred to as a mobile network, is a type of communication system that enables wireless communication between mobile devices. The final stage of connectivity is achieved by segmenting the comprehensive service area into several compact zones, each called a cell.
APNIC Foundation, presented by Ellisha Heppner at the PNG DNS Forum 2024APNIC
Ellisha Heppner, Grant Management Lead, presented an update on APNIC Foundation to the PNG DNS Forum held from 6 to 10 May, 2024 in Port Moresby, Papua New Guinea.
Italy Agriculture Equipment Market Outlook to 2027harveenkaur52
Agriculture and Animal Care
Ken Research has an expertise in Agriculture and Animal Care sector and offer vast collection of information related to all major aspects such as Agriculture equipment, Crop Protection, Seed, Agriculture Chemical, Fertilizers, Protected Cultivators, Palm Oil, Hybrid Seed, Animal Feed additives and many more.
Our continuous study and findings in agriculture sector provide better insights to companies dealing with related product and services, government and agriculture associations, researchers and students to well understand the present and expected scenario.
Our Animal care category provides solutions on Animal Healthcare and related products and services, including, animal feed additives, vaccination
FouAnalytics DIY site media analytics fraud detection baked in
1. June 2020 / Page 0marketing.scienceconsulting group, inc.
fouanalytics.com
Site and Media Analytics
June 2020
Augustine Fou, PhD.
212. 203 .7239
2. June 2020 / Page 1marketing.scienceconsulting group, inc.
fouanalytics.com
Who am I?
• I am a digital marketer of 25+ years
• I look at analytics data every day
• I audit campaigns for fraud and other
anomalies that lower performance
• I teach clients how to spot fraud and
make optimizations to improve
outcomes themselves
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fouanalytics.com
Why did I build it? How is it different?
https://www.linkedin.com/pulse/does-your-analytics-
platform-have-cybersecurity-dr-augustine-fou-/
https://www.linkedin.com/pulse/fouanalytics-
alternative-google-analytics-fraud/
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fouanalytics.com
Site
Analytics
Media
Analytics
“see fou yourself”
• alternative to Google Analytics
• secure, hardened against attack
• shows all details, no black box
• innovated w/ practitioners
• verify your own media/ads
• secure, hardened against attack
• shows details for decisioning
• recommended optimizations
for #publishers for #marketers
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fouanalytics.com
Site Analytics
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fouanalytics.com
Answers these questions…
1. Which visitors to my site are valuable
humans, vs bots (which bots)?
2. Where did they come from (paid media?
organic search? social?)
3. What did they do on the site? Did they
complete a goal/conversion?
4. How do I get more valuable visitors?
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Definitions
What each of the labels means
• Humans - 3 or more blue flags to confirm
• Some blue flags but not 3 or more
• Can’t label it either red or blue
• Tag was called, but no data was sent back (blocked)
• Tag was not called (not measurable)
• Bot – Search crawler
• Bot – Says its name honestly, (14,000 bot names)
• Some red flags, but not 3 or more
• Bots - 3 or more red flags to confirm
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Time Series – 1 quarter
Long term trends
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Time Series – 1 month
Monthly and daily pattern
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Time Series – 1 week
Weekly pattern
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Time Series – 1 day
Hourly volumes are visible
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Locations of human visitors
Where did human visitors come from?
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Analyze declared bots (orange)
Quickly isolate, analyze what bots are coming to the site
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Analysis of declared bots
Quickly isolate and analyze what bots are coming to site
• Bots declared
themselves
(lyticsbot,
moatbot)
• Bots came from
data centers
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fouanalytics.com
Analysis of search bots
Quickly see which specific search bots arrived on the site
• Bots declared
themselves
(Googlebot,
Adsbot, Web
Preview)
• Bots came from
data centers
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fouanalytics.com
Filtering bots and data centers
Once you know which visitors are bots, you can filter them
On-Site measurement,
bots are still coming
In-Ad measurement, bots
and data centers filtered
11% red
-9% (filtered GIVT
and data centers)
2% red
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Where do visitors click?
Click patterns on desktop and mobile screens, vs bots
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Media Analytics
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fouanalytics.com
Answers these questions…
1. Where were my ads shown, actually
2. Were my ads shown to humans, plus
other characteristics like viewability,
duration, valid interaction, etc.
3. Which domains and apps were fraud or
sub-optimal (turn off in campaign)
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fouanalytics.com
Full Funnel Measurement
In-Ad
(ad tag)
On-Site
(embed code)
Measure
Ads
Measure
Arrivals
Measure
Conversions
1743 156
A
more humans (blue)
good publishers
On-Site
(embed code)
social
native
video
display
affiliate
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Detect / reduce fraud in-flight
Launch Week 3 onwardWeeks 1-2
Initial baseline
measurement
Measurement after
first optimization
After eliminating several
“problematic” networks
Stacked percent chart
Blue (human)
Red (bots)
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fouanalytics.com
Shift dollars to more humans (blue)
Marketer 1
• Blue means humans
• Red means bots
Marketer 2
“recommendation is to increase spend on
sources driving more humans (blue); reduce
spend on sources with more bots (red)”
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fouanalytics.com
Shift budget to more human sources
Lower quality paid
sources mean higher
cost per human – like
11X higher cost.
Sources of different
quality send widely
different amounts of
humans to landing pages.
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Where is “red” coming from?
What domains and apps should I consider turning off?
domains mobile apps
Turn off domains and apps that have the most red
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Systematically reducing bots
• Bots can be programmed to send as much traffic and generate as many impresisons
and clicks as the advertiser wants
By systematically reducing ad
spend to ad networks and sites
that had the highest bots, and
increasing allocation to premium
publishers, the advertiser
increased ad impressions served
to humans, and lowered those
served to bots.
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Total cost vs unit cost (CPM)
Pay much higher CPM, spend less total, get more outcomes
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Media Analytics w/
Site & Conversion Tracking
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Better media = better outcomes
Measure
Ads
Measure
Arrivals
Measure
Conversions
346
1743
5
156
A
B
30X more human
conversion events
• More arrivals
• Better quality
more humans (blue)
good publishers
low-cost media,
ad exchanges
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Display 4
2,036 humans
human conversion rate
Humans click from ads to site
Site Traffic Conversions
8,482 818
4,216 humans
5%
human conversion rate
14,539 193
225 humans
9%
human conversion rate
2,248 23
168 humans
5%
human conversion rate
1,527 9
Display 3
Display 2
Display 1
Humans
40%
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fouanalytics.com
Measure conversions, correlate w/ humans
Organic sources
have more humans
(dark blue)
Conversion actions
(calls) show straight line
correlation to humans
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fouanalytics.com
26,796
1,116
Comparing organic vs paid sources
Marketer’s Site
Traffic
Measure
Conversions
organic
335 humans
66%
paid media
6,698 humans
1,043
222
4X higher
conversion rate
16%
human conversion rate
human conversion rate
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fouanalytics.com
+54%
Conversion Rate
4,248
1,812,906
= 0.23%
4,248
1,178,389
= 0.36%
Increase Conversion Rates
Make more accurate by subtracting bot traffic from denominator
Subtracted bots
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fouanalytics.com
+92%
Conversion Rate
4,248
1,812,906
= 0.23%
4,248
942,711
= 0.45%
Increase Conversion Rates
Make more accurate by subtracting bot traffic from denominator
Subtracted bots (red),
and unmeasured (white)
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How to Install
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In-ad code for ad impressions
In-Ad
Example from DCM
(copy and paste ad tag)
In-ad tag
In-ad tag
In-ad tag
JS tag in ad creative
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Approved on Major Networks
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On-site code for your own website
Website / Landing Pages
(copy and paste JS embed
code into page footer, just
like analytics code)
Example
Google Analytics
BotAnalytics
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What it Collects
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Triangulating collected parameters …
• The javascript “tag” collects details
about the browser like the version,
the operating system, screen
resolution, plugins, etc.
• Uses standard javascript APIs which
are set and maintained by W3C
• No personally identifiable
information is collected
• Two or more parameters are
triangulated together to
determine human vs bot via flags
• Users don’t interact with it in any
way – does not log in, enter any
data
• Cookies are never used
• Not all parameters are collected
for every visit
If { useragent = iPhone } but { screen resolution ≠ known resolutions }
If { IP address = data center }
If { plugins = none } If { language = none } If { window = 1 x 1 }
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Performance Measures, Capacity on AWS
Average 30-40 million requests per hour
(peak 120 million /hr)
Average latency 4 - 5 milliseconds
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Network timings waterfall - async
• Our js tag is set to async so it is
called after the page finishes
loading (2.33s in red)
• And all write-backs are done
subsequently.