Digital measurement and the traditional marketing funnel are changing for everyone, but especially nonprofits. Here’s what to test.

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Privacy compliance is no longer optional — and it’s not just for large companies. Laws like CCPA/CPRA apply based on revenue and data usage, while CIPA extends to any business using tools like chatbots or tracking pixels, with penalties of up to $5,000 per interaction. In practice, this means obtaining clear user consent before any tracking runs, honouring Global Privacy Control signals, and providing clear opt-out options. If your site loads tracking tools before a user clicks “Accept,” you could already be at risk.

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If your Google Analytics data has started showing sudden spikes in traffic with little to no engagement, there’s a good chance you’re not looking at real users. We’ve been seeing a consistent pattern across multiple websites: traffic from unexpected regions, identical device data, and behaviour that simply doesn’t align with how people browse. Instead of genuine visitors, this points to automated bots and large-scale crawling activity — often linked to data scraping and AI processes. It’s a growing issue, and it means one thing: more traffic doesn’t always mean better performance. Without proper filtering and analysis, your data could be telling the wrong story.

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The brewery’s website was attracting the wrong audience — ranking for beer-related searches instead of reaching people planning trips to Maine. By shifting the strategy toward travel-focused content and restructuring the site around the visitor experience, the brand repositioned itself where it mattered most. The result was a significant increase in search visibility and more meaningful traffic — connecting the brewery with people actively looking for places to visit, not just information to read.

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