Marcin Rosada

💡 The Power of Titles in Ranking and Indexing Two days ago, after analyzing the first week's PPC performance of our new dog harness launch campaigns, I noticed that we had a good CTR and CVR for “escape proof” related keywords. Even though the keyword phrase appeared in the bullet points, our rankings did not improve, and for some of the keyword variations, we were not even indexed. I decided to add it to the product title, and voila—we suddenly got indexed for all of the related keywords, and our rankings significantly improved (after just 2 days!).They are not high search volume keywords, but every single order counts. Conclusion: The different parts of the listing have different impacts on both indexing and keyword ranking. This is why it’s so important to continuously run A/B tests and look for patterns until you understand how each aspect of your listing influences your organic positions. P.S.: You can see the mentioned keywords on the images below

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International PPC is hard. Especially in Europe. A dozen different languages and two currencies to deal with (at the very least). Everyone wants to enter the USA even if that's the hardest ecom market to win in. They say if you can make it in New York, you can make it anywhere. You can't always make it in New York. For the right reasons and brands, 2025 could usher in an opportunity to grow internationally and serve people outside your home country. That's going to mean relooking at everything you do and reorganizing your business, who you work with (internally and externally) and make sure the juice is worth that squeeze. Maybe it's better to own the rest of the world and not even go after the USA market. Harder to pull off but also way less competitive. People are underserved in a lot of countries around the world. Even just looking at Australia and New Zealand, great markets if you can win it and not that competitive. Plus gives you a small beachhead to enter the rest of APAC. We're a week away from Black Friday but I hope you're already in 2025 planning mode. You don't always have to do what everyone else does to win. The gray market is out there for the right brands. Gray Commerce: https://lnkd.in/g6byEV_8

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99% of FB/IG ad accounts are impressively overcomplicated. Although it may FEEL like things need to be complex to scale... There are only 4 campaigns you REALLY need to scale: 1. Testing Campaign (per country / region) - Upload all your creative tests here - Don’t exclude customers to increase engagement - Run campaign as ad set budget optimization (control) - Pro Tip: If a test is working, increase budget by 20% every few days to scale 2. Advantage Plus Campaign (per country / region) - Use post ID’s for winning ads from test campaign - Start campaign budget at $500 per day - Set customer budget % to 0 to force FB to go after new customers - Increase budget 20% per day until BE-ROAS 3. Evergreen Lead Gen (per country) - Generate demand from customers who need to be warmed up more - Build a backlog of customers for promos - Use campaign budget to funnel spent into lowest CPL ads 4. Evergreen Retargeting/Catalogue Sales Campaign - Run catalogue dynamic product ads - Retarget to 180-day hot & warm traffic in 1 ad set - Also, re-target people who are at risk of churning with an offer The rest? Cut it. And instead, use that time to: - Create better marketing assets (images / videos) - Create a better product - Create a better customer experience - And ultimately, increase your repeat purchase rate Because this is what actually moves the needle. I you can acquire as many customers as you want, but if you can’t keep them... You won’t have a business long-term. So cut the B.S. - stop overcomplicating ad accounts and get more back time to focus on the fundamentals. ~~~ If you found this helpful, consider resharing ♻️ and follow me Blake Bauer for more content like this.

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How would you future-proof SEO today? I asked Mordy Oberstein of Wix and Monika Kisielewska from Cognism in my latest Search Engine Land article. 1. Search performance driven by brand (not the other way around) Successful brand building continually reinforces the underlying principles of search – authority, popularity, etc. – resulting in a compounding virtuous cycle. That’s why, looking ahead, Mordy continues to see “brand” driving search performance (and not the other way around). “I think we’re going to start seeing ‘SEO in context.’ Meaning, SEO in the context of content marketing or SEO in the context of brand marketing." "That is to say, as part of my branding activity – which is fundamentally to drive cadence and momentum – I am going to think about both leveraging SEO to help me and how my wider brand activity will help my SEO.” That's why Wix is investing in everything from collaborating with other well-known experts in the SEO space across in-depth content, podcasts, videos and webinars, newsletters, and even in-person meetups. 2. Tighter multi-channel alignment with search as fulcrum Cognism, one of the fastest-growing revenue intelligence brands over the past five years, also doesn’t over-rely on exploiting programmatic hacks or ephemeral shortcuts, but good, old-fashioned brand-building across multiple channels at the same time. Monika confirmed that they’re continuing to heavily lean into this integrated direction.  “When you see PPC and SEO as complementary channels, it helps align keyword targeting and avoid burning money.” Content distribution then becomes holistic and not separate from search, where the two work in unison, complementing each other. “I expect a greater overlap of SEO with paid, social and email channels to fuel growth in 2025. I’m excited about our upcoming ‘big rock campaigns’ such as the ebook for marketing leaders, ‘Diary of a first-time CMO.’” This diary is equal parts search content, social, multimedia, community building and more. 3. Renewed focus on relevant traffic (not empty-calorie traffic) The top-of-the-top of the funnel – basic information-based queries – are the ones most at risk to AI Overviews because they’ve been instantly answered with featured snippets and knowledge panels for years already. So, instead of purely focusing on empty-calorie traffic (which is also the most likely to be disrupted), Monika focuses on meaningful visits from actual would-be buyers. “My job as an SEO content manager in 2024 and beyond is to answer more nuanced questions the target audience has. I also intend to implement a monitoring system to understand the impact of AIO on the traffic.” The goal of SEO then, shouldn’t be to just drive the most meaningless traffic or rank as fast as possible for anything, but actually focus on helping to transform qualified traffic into potential customers and advocates. I'll drop the full article link below. 👇

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I have never shared my full story with my LinkedIn community: I'm Artur, a 27-year-old SEO strategist who helps +7 eCommerce increase sales. (1997): I was born in Ukraine, in the epicenter of today's war (Donetsk city). (2003): At the age of 6, my family took me from Ukraine to Italy, to a mountainous region called Molise, made up of simple and low-income people.   (2016): I graduated from high school and moved to Tuscany to pursue my dream of working in the European Union. I studied International Political Science in the beautiful city of Siena. (2018): I developed a strong love for "doing business" and almost ruined myself by opening a cannabis shop in Italy. My friend stopped me by telling me that the future of these shops in Italy was uncertain (in fact, they were shut down). (2018-2020): I worked as a waiter and restaurant manager for 2 years while I studied. I finished my bachelor's degree and switched my interest to marketing because I discovered the beauty of "managing a team" while working in a restaurant. (2020): I started my SEO journey as an SEO copywriter. I was working for a gaming magazine at the time and had a very basic understanding of search engines and how to drive more traffic and sales to a business. (2021): I became an Amazon SEO Consultant. I helped 6 figure companies increase their sales on Amazon by optimizing their product pages. Here I start doing KWD research to generate more sales and I start thinking with a revenue-generating mindset. (2022): I left Italy and went back to traditional SEO. I always loved helping people with content, but I also loved helping businesses grow. Behind every business, there is a person like me who dreams of making their life easier. And I wanted to help them with that. I also wanted to better understand how search engines work. (2023): I start delivering sales results with SEO. I worked in 3 different countries, with 2 EU-based unicorns, and helped generate over 250000 qualified website visitors. In December I lost my SEO job with 72 hours' notice. It was a hard blow. I decide to go freelance. (2024): I started working with some of the best SEOs in the world (Jairo David Guerrero Vasquez and Patryk Wawok). I had the opportunity to increase traffic and sales for $50M ARR companies and some of the best car accessory brands in the world (WeatherTech). I'm starting a new chapter in September 2024. I have gained enough knowledge to ↩️ help +7 figure eCommerce achieve x3 site traffic and sales with content-driven SEO and technical SEO. Getting some interesting results so far: - 2 blog posts I'd briefed getting 11k monthly visitors each in 8 weeks. - A business I helped with content-driven SEO and on-page SEO went from 5k monthly visitors to 35k in 4 months. - A $50M ARR business had a 111% increase in daily qualified website visitors. So if you need some help - drop me a DM :) P.S. And if you know who needs help with SEO, tag them in the comments.

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How to secure your eCommerce domain with External Destination Verification (... this little-known trick can save you from major headaches): Most eCommerce owners don't realize their DMARC setup has a critical vulnerability. Here's why it matters: Your DMARC record tells the world where to send reports about your domain's email activity. But there's a catch... If you're sending reports to an external domain, that domain needs to explicitly authorize receiving your data. Without this authorization, your reports go nowhere. You're flying blind. Here's how to fix it in 3 simple steps: 1. Check your current setup - Look at your DMARC record. If it includes an external reporting address (e.g. [[email protected]](mailto:[email protected])), you need verification. 2. Add the verification record - Create a TXT record at: yourdomain._report._dmarc.externaldomain.com Set the value to: v=DMARC1 3. Confirm it's working - Use a DMARC checker tool to verify the external destination is now authorized. This small change makes a huge difference: ✅ Ensures you actually receive critical email data ✅ Protects against potential data leaks ✅ Gives you full visibility into your domain's email ecosystem Don't leave your eCommerce email security to chance. Implement External Destination Verification today. It takes 3 minutes but can save you from major headaches down the road. -------------- Want to protect your eCommerce domain from unwanted DMARC reports? DM "External DMARC" to ensure smooth DMARC reporting for your eCommerce business #ecommerce #emailmarketing #DMARC #amazon #shopify #woocommerce

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Video ads have no impact on the ranking - Hold my beer! Today by checking the organic keyword ranks of one of our main products I noticed something interesting… Does the performance of the video ads have an impact on the organic keyword rankings? This has always been a controversial topic among Amazon PPC experts. While I agree that Sponsored Product - Keyword Targeting ads are the most effective for boosting organic keyword rankings, I’m one of the few Amazon PPC managers who argue that video ads also impact rankings. At one of the brands I manage, video ads are performing exceptionally well (usually with an ACoS of 25% or below), making them a crucial part of my advertising strategy.  For some products, I spend 3-4 times more on video ads than on SP - Keyword ads (we don’t sell consumables). This is the case with the product shown in the images below. Today, I noticed that we are organically ranked No. 2 with Amazon’s Choice badge for a keyword that: - We do not target in any of our SP ads. - We receive no traffic for in Auto or SP Product Targeting campaigns (based on the search term report). - We haven’t even added to our listing. BUT Has the best conversion rate (CVR) in our SBV - Exact Campaign (23.13%). So the question arises: what else could have ranked us to that organic position if not our video ad? Looking forward to your comments / observations :) #amazon #amazonfba #amazonppc

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Nowadays I often feel my job is to protect my clients from Google. This is especially true with Google Ads. Over the years, Google Ads have - Become more and more expensive. - Less transparent. - Their sales recommendations are more pushy. More expensive __ A monopolistic company can set its prices. And they have used this position time and time again. Google increases the « base price » for each click over time. It's a sort of forced inflation. To their benefit. Less transparency __ Before you would be able to see exactly for which keywords your ads had shown. Over the years, Google has reduced this visibility, by a lot. Now you might not know at all (hello Performance Max Campaigns). There are some good reasons why they did it. Machine learning makes the « search term » less important. The full context of that specific user has more weight. But still, it’s less transparent. A pushy sales rep __ If you’ve logged into a Google Ads account recently, you will for sure have seen a « recommendations » tab. These are Google suggestions on how to improve your ads & account quality. But quite often, these recommendations will not improve the return on ad spent of your account. Google is pushing you to spend more and display ads on more platforms, often disregarding your benefit. Why still run ads then? ___ Because they are still profitable. Not in all cases, not always. For an organization, there are several ways to reach its audience. Paid marketing is one of them. My mission as an online marketing specialist is to bring the companies I work for in front of the relevant people. Help those companies strive by finding their customers. In the process make sure it is a net positive for my clients. Sometimes it is, and sometimes it is not. Sometimes, it is complicated.

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SEO isn’t dead. But "SEO content" is dead. We just finished some research. The lessons are too good not to share…   Recently, we analyzed more than 50 professional services websites for a client.   How does Google determine which agency, law firm, or business consultant ranks best?   Google is looking for content with *high information gain*.    Information gain is content based on YOUR unique insights, personal perspective, or customer stories–It’s content your competitors haven’t and couldn’t replicate.    Professional services websites SHOULD have information gain nailed. They sell unique expertise and specialized knowledge for a living.    Every competent professional services firm has in-house expertise worth exposing.   Yet, most offer little more than descriptions of their services–and that’s it.   What a missed opportunity! Professional services firms should publish: - Resources for niche audiences - Insights on timely industry topics - Specific real-world applications of their expertise Every marketer should learn from the mistakes of professional service firms.   It isn’t easy to publish content with information gain–If it were easy, professional services would be the first to do it right.

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Ever wondered how many keywords you should enter when using custom segments in Google Ads? Marius and I have always asked us this when creating target groups for Discovery (👋 😪) or Demand Gen campaigns. Additionally, we were unsure if they are interpreted like broad match, phrase match or exact match keywords. At some point, we finally got an answer from someone from the Google Display and remarketing team. 🎉 And since we love transparency and sharing our knowledge, I don't want to hide it from you. #1 "Google Ads system treats all keywords as a broad match" #2 "We recommend uploading a minimum of 10-15 keywords (or enough to generate at least 5-10M impressions) that describe the theme of the audience" So ideally you should use at least 10-15 keywords which give Google a good idea of the theme you want to target here. Just keep in mind that they are interpreted like broad match keywords. Makes sense and was also what we expected, but it's always to have someone official from Google share this information with you. Super nerdy detail or actually something of relevance to you? 😁 Let me know in the comments! 👇 #google #ads #googleads #marketing

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✌️☀️Article #14 by me on Search Engine Land : Shopping graph optimization: The future of ecommerce SEO #seo #shoppinggraph #ecommerce👇 📊 Focus on Shopping Graph optimization in e-commerce: SEO strategies should focus on optimizing within the Google Shopping Graph as its importance increases through integration with AI outputs. 🤖 Adaptation to generative AI: As generative AI changes search behavior by making searches faster and more interactive, e-commerce SEO efforts should focus on being present in Shopping Graph data sources and highlighting relevant attributes. 🔍 Consideration of new search behaviors: With the rise of AI-driven tools, traditional search results are being clicked on less and less. SEO and marketing strategies must adapt to needing fewer touchpoints to reach and convince users. 🛒 Optimization based on data sources: Effective shopping graph optimization strategies should focus on improving the contextuality and relevance of products in the primary data sources for the shopping graph, such as YouTube, manufacturer websites, PDPs and product reviews. 🧠 Identify understanding of user and product relevant attributes: Long-term analysis of search queries and prompts is becoming increasingly important. 🌐 Refining knowledge of entities and semantic search: A semantic understanding of entity-based information systems and a technological understanding of LLMs will be one of the foundations of SEO in the future. 🤔 Thinking beyond keywords: SEOs need to think in terms of concepts, entities, attributes and relationships. The time when keywords took center stage is coming to an end. https://lnkd.in/eGRwS-RR in german: https://lnkd.in/eKTWzMpa Perhaps interesting for Stefan Vorwerk Marcus Tandler Brodie Clark Muhammad Hamid Khan (Topical Authority) Garrett Sussman Michael King

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5 dead-simple steps to decide on essential zero party data for your popup in 3 minutes—even if you've never done it before for your ecommerce store: For context: It took me months to figure out the best data to collect for my ecommerce popups. And it took me weeks to optimize the process. Now, I can decide on essential zero party data in just 5 minutes. Here's the framework: 1. Identify your key business objectives. • What are your main goals? • Are you looking to improve customer engagement? • Do you want to increase sales? • Are you aiming to enhance customer personalization? Don't proceed until you can answer these questions clearly. --- 2. Understand your audience's preferences. Again, don't create your popup yet. Consider: • What motivates your customers? • What information do they willingly share? • What are their pain points? • What solutions are they seeking? If you can clarify this, you're 90% done. --- 3. Choose the right data points to collect. Again, don't design your popup yet. Determine: • What basic information is necessary? (e.g., name, email) • What specific preferences or interests are valuable? • What feedback or insights can help improve your offerings? Do this, and you're 95% done. --- 4. Draft your popup questions and design. Now start putting it all together. Formulate: • Simple, direct questions. • Engaging and clear design elements. • A seamless user experience. With your data points in place, your popup design is 99% done. --- 5. Test and refine. Since you took the time to plan carefully, final tweaks should be minor. Check: • Clarity of questions. • Ease of completion. • Visual appeal. And you're 100% done. --- Boom, that's how to decide on essential zero party data for your popup in 3 minutes for your ecommerce store. And if you want an insanely effective way to gather zero party data while boosting engagement... I highly encourage trying out some comprehensive popup builder tools. (OptiMonk, Popupsmart, Optinmonster, etc.) - Sorry not Klaviyo Popup builder! Here's a free sheet to walk you through: Essential Zero-Party Data for Personalized Retail Marketing (For Retailers of Socks, Underwear, and Swimwear) 👇 Leave "Zero-Party" in the comments and make sure we're connected. I'll reach out and share the link. #ecommerce #emailmarketing #popups #zeroparty #data #shopify

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🔴 A weak keyword strategy costs you rankings, traffic, and money. 💸 🚀 That’s why Davor Bomeštar and I teamed up to create a guide that gets results. TBH: I wish I had this process 10 years ago. Here’s a sneak peek to our keyword strategy process: 1/ Prepare and Set Goals 2/ Do Initial Keyword Research - Brainstorm Seed Keywords - Use Keyword Research Tools - Use Search Engine Features - Analyze Competitors’ Keywords - Browse online communities - Evaluate Keyword Trends 3/ Analyze Keywords and Refine - We share metrics and examples  4/ Select Keywords and Prioritize 👇Want to get a full keyword strategy guide?👇 --- 💡 Why is this so important? A poorly planned keyword strategy leads to: - Missed ranking opportunities - Low-quality traffic - Poor ROI Davor and I have spent years refining our keyword strategies.  We know what works and use it daily. Now, we’re sharing it with you. So you can get results faster. --- 👉 Want a full keyword strategy guide? 1. Follow Davor Bomeštar and me. 2. Comment "send me the guide" below, and I’ll get it to you! 3. Repost ♻️ so others can benefit too.

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📊 FREE HEATMAP for More Targeted Dayparting 🕒Ever wondered which days and hours are peak sales times for your Amazon store?  🎯Knowing precisely when your customers are most active can significantly improve your sales and   overall business performance. This simple, yet very powerful template helped me to improve the PPC conversion rate of the accounts I work on by an average of 4-7%. ❗If you want to use this template, I  recommend you first checking out this video to learn: -  How to set up the template -  Why Order Report and not Campaign Hourly Performance Report - The challenges associated with the Order report and how this template addresses them -  Why most of the PPC experts might be using the wrong data for dayparting Here is the link to the short tutorial: https://lnkd.in/diz66CRX In case if you missed my other cool template, you will find it here: https://lnkd.in/dH_aXMeA If you want to try it out, follow me and comment "Template" and I will DM you the link to it. #ppc #advertising #amazon #amazonads #amazonfba #amazonseller #amazonadvertising #amazonppc #amazonmarketing #dayparting

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Amazon advertising tip: Never trust Amazon's recommendations for keyword bid tip and budget recommendation. Ever. Their keyword bid range is usually higher than normal. They will always keep pushing you for a higher budget in your campaigns. Why? Because Amazon wants you to spend more. They honestly don't care if you do well or not. Amazon makes over $50B in ad spend revenue per year. If you follow their advice, you will crash and burn. Stick to your SOPs. Target a small set of keywords, log the true bid cost. Monitor your sponsored and organic keyword rankings weekly. This is how you win on Amazon long-term. Not by simply spending more. Sure you can get some quick wins if you spend a lot fast, but it won't be sustainable. Guaranteed. #amazonfba #shopify #DTC #D2C #ecommerce

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🚨 Attention EU Advertisers! 🚨 Have you received a warning email from Google about the EU consent mode? Non-compliance could lead to: - Suspension of remarketing lists - Disabling of conversion tracking ✅ Here’s a simple Consent Mode checklist to help you stay compliant: 1️⃣ EU Traffic: ⋙ Have you allowed traffic from EU countries to your website? If not, this doesn’t apply to you. 2️⃣ Consent Mode V2 Implementation: ⋙ Have you implemented consent mode v2? If unsure, seek help. As mentioned, non-compliance is risky and illegal. 3️⃣ Implementation Method: ⋙ Are you using a Consent Management Platform (CMP) or a self-hosted solution? ⋙ If using a CMP, follow their implementation guides. ⋙ Work with your developers to map the current purposes to the new Google parameters for custom solutions. 4️⃣ Private Browser Check: ⋙ Open your site in a private browser. ⋙ Do you see a consent banner? If not, get assistance. 5️⃣ Banner Type: ⋙ Determine if it’s a CMP or a custom banner (check the HTML or ask your developers). 6️⃣ Pixel Firing: ⋙ Do pixels fire without consent? You can check this using Chrome extensions or the browser’s JS console > Network tab. 7️⃣ Legal Consultation: ⋙ Consult with your legal team on mapping new consent states (ad_user_data and ad_personalization) to your existing privacy policy and cookie declaration. 8️⃣ Consent Solution Setup: ⋙ Check your current consent solution setup—you may need to adjust the configuration or create new purposes. 💬 Have you received this warning email from Google? How are you preparing to comply? Share your strategies in the comments below! 👇 ♻️ Repost it to spread awareness! ♻️ #consentmode #googleads #privacycompliance #digitalmarketing #webanalytics

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🚨 Your ecommerce tracking in #GA4 is unlikely to be ever accurate if you do not implement these two conditional logics. 🚨 👉 Most developers do not track state changes but rather send duplicate events to GA4. 🤯 This results in inflated ecommerce events in a GA4 property. And the worse part is that most businesses are not even aware of this issue. . . Developers also do not use throttling techniques to limit the number of times an event can be fired in a given period.  🤯 For example, If a user repeatedly performs an action like clicking an "add to cart" button multiple times, it could inflate your 'add to cart' metric and provide an inaccurate view of user behaviour. Tracking state changes helps you avoid counting each click as a separate 'add to cart' event. . . Use a data layer to manage and track state changes effectively. The data layer should hold information about the current state and trigger specific tags based on changes to that state. GA4 allows for custom parameters with events, enabling you to send additional information about the state change (e.g., the old and new quantities). . . Consider a scenario where a user is adjusting the quantity of an item in their shopping cart. Without State Change Tracking: You might send an ‘add_to_cart’ event whenever the user changes the quantity. If the user increases the quantity from 1 to 5, one unit at a time, this might result in 5 separate ‘add_to_cart’ events, leading to duplicate events. . . With State Change Tracking: You can send a single custom event, like ‘cart_quantity_updated’, along with parameters that reflect the old and new quantities. This provides a more accurate view of the user’s actions without creating duplicate events. Tracking state changes rather than sending duplicate events in GA4 can provide a more accurate representation of user interactions on your website.  . . A throttling function is another good method to prevent sending duplicate events to GA4. For example, A throttling function can ensure that the 'purchase' event is not fired more than once when the order confirmation page reloads by a user. This would prevent duplicate 'purchase' events. Note: Also, add a unique transaction ID to each e-commerce event to deduplicate transactions from the same user and to process refunds correctly. . . A quick way to check for duplicate e-commerce events in GA4 is to look at the 'Event Count Per user' metric. A high event count per user can be a sign of duplicate events. For example, It is very unlikely for a typical user to add payment information 23 times repeatedly (see the screenshot below): Note: To make the conversion (key event) counting more accurate, use the 'once per session' counting method.

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