> 
> Fine. Now we need to have something actionable, e.g. set of names for
> Geoff to test.

The first test I’ve undertaken is to test two name forms in an ad campaign over 
the past few days:

heres an example of the test:

xm--u82aa292f-c13-s1518066940-i00000000
_xm_-u82aa292f-c13-s1518066940-i00000000

test 1: the label starts with the characters: x m - -

test 2: the label starts with an underscore and contain an underscore within 
the label

results

Test 1: tested across 15,168,394 presented ads. 96.9% of end systems resolved 
the name and fetched the web object, 3.1% failed to fetch the web object

Test 2: 39.7% of end systems resolved the name and fetched the web object. 
60.3% failed to fetch the web object
 
There is always a ‘drop out’ of users who do not fetch the web object, and 3% 
falls within the experiments error bounds. 

xm—<whatever> appears to be a label that generally works when presented to 
browsers as part of a scripted URL to fetch.

_<whatever> appears to trigger some response from many systems that preclude 
its use in URLs presented to browsers to fetch

thanks,

Geoff





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