Friday July 22nd || by Rachel Zalta

As Taboola expands internationally, we’re getting more new data every day. We decided to see just how different user behavior is from geo to geo.

As you build out your content campaigns, take a look at the below data for some inspiration!

Negative & Positive Content

What do the United States and the United Kingdom have in common? It seems that users from both of these countries click on more negative content (graph shows the calibrated CTR score):



Not All Positives Are Created Equal

Three words that are commonly used to describe positive content were compared in the nine countries related to this study: ‘Top’, ‘Best’ & ‘Perfect’. Does anyone else see what I see regarding the CTR score in the U.S.? Is the American dream of success and perfectionism demonstrated perfectly in the graph below?

Screenshot 2016-07-22 13.58.46

Punctuation Marks

Have you ever asked yourself if adding punctuation marks makes your titles more clickable? Well, the answer is – it depends!  

In the graph below, you’ll notice that in the U.S., adding a question mark to a title may boost CTR. This is true as well for India, New Zealand and the U.K. On the other hand, titles using a comma in them do really well in Canada and in India.

Screenshot 2016-07-22 13.57.17

Should You Write Titles with Even or Odd Numbers?

What does your gut tell you about even and odd numbers?

  • 21 Amazing Recipes for a Mouthwatering Apple Strudel
  • 20 Amazing Recipes for a Mouthwatering Apple Strudel

Screenshot 2016-07-22 14.00.01

In general, we see a really clear trend towards odd numbers:

But is it the same in all countries? Do you think it’s the same in your country? Check out these results:  

Screenshot 2016-07-22 14.03.55

It seems like Australia is the only country in which people click more on titles with even numbers!

And finally, now it’s your turn: Take a look at the graph below. Can you guess what impacted the CTR score in these different countries?

2016-07-27 (1)


The title length. Locate the country that your clients come from and see the optimal title length for them!

So What Do We Learn from All of This?

At the end of the day, our technology is based on human behavior, and humans are always unpredictable. Even if this data shifts, the key takeaway is to always A/B test, and always look at what is working for you.


Rachel Zalta

Rachel Zalta is a member of the Content Strategy team at Taboola. Her role involves psychological research into the performance of content across the web, including insight-driven analysis through A/B testing, data tracking, and other methods. Rachel holds a master’s degree in Social and Organizational Psychology from Bar-Ilan University, and has previously conducted research for the IDF Intelligence Corps and for companies such as ClickTale and Q-XT.