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Marketing results can fluctuate due to external factors like platform updates, seasonal trends and changes in user behaviour. Platforms such as Google and Facebook regularly update their algorithms to improve user experience, which can temporarily affect search rankings or ad performance. For example, Google may prioritise new types of content in search results, while social media platforms might favour video content over static posts.
Seasonal trends also play a significant role. Consumer demand shifts during holidays, events or certain times of the year, impacting campaign performance. For instance, ad costs often increase during peak shopping periods like Black Friday due to higher competition. Additionally, changes in user behaviour - such as shifting preferences for specific platforms or formats - can influence engagement and conversion rates.
These fluctuations are normal and part of the evolving digital landscape. By monitoring these factors and adjusting strategies in real-time, we work to minimise disruptions and keep your campaigns performing optimally.
Just like your sales might peak at certain times of the year, marketing results are influenced by seasonal trends. For example, demand for Christmas-related products spikes in December but drops off in January. We plan your strategies to align with these cycles and maximise your results.
Platforms like Google, Facebook and Shopify frequently update their algorithms to enhance user experience, improve security or introduce new features. These updates can impact your campaigns by changing how content is ranked, how ads are delivered or how functionality operates. For example, a Google algorithm update might prioritise different types of content in search results, while Facebook could alter ad targeting options to comply with privacy regulations.
Such changes can temporarily disrupt performance, causing fluctuations in visibility, rankings or engagement rates. While these adjustments are outside anyone’s control, they are a natural part of the evolving digital ecosystem.
Our team monitors these updates closely and proactively refines your campaigns to align with the new rules, ensuring you remain competitive and your marketing continues to deliver results.
Yes, competitors can impact your performance. For example, if a competitor increases their ad spend or improves their SEO, it can temporarily affect your visibility. We monitor competitor activity and adapt your strategy to keep you ahead.
Privacy rules like GDPR and tools like Apple’s App Tracking Transparency give users greater control over their data, allowing them to opt out of tracking. This can lead to incomplete or less accurate metrics, as some user actions - like purchases or ad clicks - may go unrecorded. Additionally, differences in how platforms like Google Analytics and Facebook Ads measure conversions can cause discrepancies in reported data.
While this is outside anyone’s control, it doesn’t mean your campaigns are at a disadvantage. We focus on gathering meaningful insights from the data that is available, using best practices like multi-channel tracking and aggregated reporting to get the clearest picture possible.
What you can do:
By adapting your strategy and leveraging available data effectively, you can still make informed decisions and achieve strong results.
There are thousands of combinations of devices, browsers and operating systems and each may display your website or ads slightly differently. While we test extensively, minor variations are inevitable. Regular maintenance ensures your site functions smoothly across most platforms.
SEO is a long-term strategy that requires time for search engines to crawl, index and evaluate your content. Unlike paid ads, where results can be immediate, SEO builds gradually as improvements are made to your website's structure, content and backlinks. Factors like search engine algorithms, domain authority and the competitiveness of your industry also play a significant role in how quickly results appear.
For example, new content or optimisations may take weeks or even months to impact rankings as search engines assess their relevance and quality. Additionally, competitors may already have established authority, requiring consistent effort to close the gap.
What you can do:
By committing to a consistent and strategic approach, SEO can deliver long-lasting results that significantly enhance your online visibility.
Platforms like Google Ads, Meta Ads (Facebook and Instagram) and others have a "learning phase" at the start of a campaign or after significant changes. During this phase, the platform collects and analyses user data to refine its targeting, bidding and delivery strategies. This process can lead to fluctuating results, such as variable costs per click or inconsistent conversion rates, as the algorithm tests different combinations to find what works best.
For example, the learning phase helps determine which audiences are most likely to engage with your ad or which placements yield the best performance. Once the platform has gathered enough data, the campaign stabilises and performance becomes more consistent.
Examples of learning phase durations:
What you can do:
By understanding and respecting the learning phase, you can help your campaigns perform better in the long term and achieve more reliable results.
Email performance is influenced by factors like inbox competition, spam filters and list quality. For example, during busy seasons like the holidays, it can be harder to stand out. We optimise subject lines, timing and content to improve engagement.
Websites require regular maintenance to ensure they remain secure, functional and compatible with ever-evolving technology. Platforms like WordPress, Shopify and others frequently release updates to improve security, introduce new features and address bugs. Without maintenance, these updates can lead to conflicts with existing plugins, outdated code or third-party integrations, which may result in broken functionality or vulnerabilities.
For example, an outdated plugin might no longer work correctly after a platform update or a security patch might be needed to protect your site from newly discovered threats. Over time, unmaintained websites can experience slow loading times, compatibility issues with modern browsers or devices and even potential data breaches.
What ongoing maintenance includes:
What you can do:
By staying on top of maintenance, you ensure your website remains reliable, secure and user-friendly, helping you provide the best experience for your audience and avoiding unnecessary downtime or disruptions.
External events, such as economic changes, supply chain disruptions or global developments, can significantly impact marketing results, often in unexpected ways. These events can influence consumer behaviour, market dynamics and even the effectiveness of marketing campaigns.
Examples of external impacts:
How we help you navigate these challenges:
By adapting to external events quickly and strategically, we help you turn challenges into opportunities, ensuring your marketing remains effective and resilient.
Attribution models track how users interact with your marketing before converting. However, users often engage with multiple touchpoints - ads, emails and organic searches - making it challenging to attribute results to a single source. We use advanced tools to track the bigger picture.
Marketing campaigns can vary in performance due to factors like audience behaviour, market competitiveness and external conditions. For example, a campaign targeting a cold audience may struggle if it pushes for a sale too soon without first building trust. Similarly, industries with high competition or peak seasons like Black Friday can lead to inflated ad costs, impacting return on investment. Limited budgets also play a role, as they restrict reach, frequency and testing opportunities.
Other factors include the lack of nurturing in the customer journey and external conditions like economic changes or seasonality. Campaigns that prioritise immediate conversions over building awareness or educating audiences often underperform, particularly with newer audiences. Ad fatigue, where the same creative is shown repeatedly, can also lead to diminishing engagement over time.
To optimise campaign performance, we focus on strategic budget allocation, audience segmentation and ongoing testing. By tailoring messaging to different audience stages and continuously refining targeting and creativity, we ensure campaigns improve and adapt over time. While some factors are beyond control, our approach ensures that each campaign is designed to deliver results and meet your specific goals.
Depending on the service, we provide regular updates (e.g. weekly, monthly) to keep you informed about progress, performance and next steps. Our goal is to provide transparency without overwhelming you with unnecessary details. Plus, you will have full access to your marketing and web plans in your Client Portal.
Ad costs are influenced by competition, seasonal demand and platform-specific changes, like auction dynamics. For example, costs can rise during peak shopping periods like Black Friday or holiday seasons when more competitors are running ads.
While we aim to optimise your campaigns for the best results, ROI depends on factors like market demand, audience behaviour and competition. Our approach focuses on minimising risks and maximising opportunities. We will always be realistic about the return you can expect and the timeline - and if you have a lot of data, we can usually forecast quite accurately.
Search engines take time to crawl, index and reflect changes. Additionally, factors like domain authority and competitor actions affect how quickly results are visible. SEO requires patience, unfortunately.
Rankings are influenced by a variety of factors beyond just your current strategy, including domain history, backlink quality and content relevance. For example, a competitor with a well-established domain or a strong network of backlinks may have an advantage that takes time to match. Additionally, search engines like Google evaluate how well content aligns with user intent, favouring pages that provide clear, useful and relevant information.
Another critical factor is user engagement. If users have consistently engaged well with a competitor's content - spending more time on their pages, clicking through to additional resources or sharing it - Google sees that content as highly valuable. Even if your content is more "optimised" in terms of SEO best practices, search engines prioritise how useful users find the content in real-world interactions. This means a competitor’s content that has been proven effective over time might continue to rank higher, even as you make improvements.
We address these challenges by regularly analysing competitor activity and focusing on creating content that is not only optimised but also resonates deeply with your target audience. By building long-term authority through valuable content, high-quality backlinks and improved user engagement, we close the gap and help you achieve sustained ranking improvements.
Performance varies due to factors like timing, platform algorithms and audience preferences. We track trends and adjust strategies to improve reach and engagement.
Social platforms prioritise paid content and high-engagement posts. While organic reach can be challenging, we focus on creating content that resonates with your audience and encourages interaction.
Open rates depend on factors like subject line appeal, timing and competition in recipients' inboxes. External factors, like holiday seasons or algorithm updates by email providers, can also play a role.
Even with a properly segmented list, recipients may mark emails as spam due to personal preferences or misunderstanding of subscription settings. We follow best practices to minimise this risk.
Metrics often don’t match across platforms because each one tracks user actions differently. Think of it like using two different measuring tapes - they might both measure the same thing, but the way they calculate or display results can vary slightly. Platforms like Google Analytics, Facebook Ads and others have their own methods for tracking data, which can lead to differences in the numbers you see.
For example, Google Analytics tracks actions like website visits using cookies and might attribute a sale to the last interaction a user had before making a purchase. On the other hand, Facebook Ads often tracks conversions by attributing them to any ad interaction within a set “attribution window,” such as 7 days after a click or 1 day after a view. This means Google might say a sale came from organic search, while Facebook says it came from their ad because of how they assign credit for that action.
Other factors, like users opting out of tracking due to privacy settings (e.g. GDPR or Apple’s App Tracking Transparency), can also affect data accuracy and completeness. These differences don’t mean the data is wrong - it’s just measured and reported differently. To get the clearest picture, we look at all available data and use it to identify patterns and insights that guide your strategy.
