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Release Notes - November 2025

##Update to the Robot User Agents Database (Nov 21, 6:00 UTC)

We have expanded our internal database of robot-related user agents.
This update adds 158 new user agents, improving the accuracy of our identification and filtering systems.

This enhancement provides:

  • More reliable detection of automated traffic.
  • Higher precision when distinguishing real users from bots.
  • Better performance across our analytics and security workflows.

Check the rest of the documentation to learn how to take advantage of these improvements in your setup.

##Legal Approval for IP-Based Bot Filtering (Nov 18, 20:00 UTC)

After a thorough legal review, we now have official approval to implement IP-based filtering to improve traffic accuracy—without compromising user privacy.

How It Works​

  • When a hit arrives, we check whether the IP is in our bot IP database
  • If it matches → the hit is excluded from your analytics
  • If it doesn’t match → we do not store the IP, we simply register it as human traffic

Privacy First​

  • We do not retain or track IPs that aren't bots
  • No identification or storage of human IPs
  • Full compliance with privacy regulations

This ensures:

  • Better protection of your analytics data
  • No compromise on user privacy
  • No personal data is ever stored or exposed

It’s a technical improvement — but also a principle: You can have precision without violating privacy. You can have control without crossing the line.

Facebook Traffic Classification Fix (NEW – Nov 14, 19:00 UTC)​

We've improved how SealMetrics classifies Facebook traffic to ensure higher accuracy between organic and paid sources.

What Was Happening Before​

A minor issue caused some visits containing the fbclid parameter (but without UTM tags) to be incorrectly categorized as facebook-ads.

This affected a small portion of traffic, but could distort organic vs. paid Facebook reporting.

What Changed​

As of Wednesday, November 17 at 19:00 UTC:

  • Traffic containing only fbclid and no UTM parameters
    → is now classified as Facebook Organic (correct behavior)

  • Only traffic containing proper UTM campaign parameters
    → is classified as Facebook Ads

Impact on Your Reports​

  • Improved accuracy in distinguishing paid vs. organic Facebook traffic
  • Expect a slight increase in organic Facebook traffic from this timestamp onward
  • Historical data remains unchanged to preserve consistency

Performance Improvements (Nov 10, 22:00 UTC)​

2.5x Faster Data Processing​

We've significantly optimized our processing infrastructure by increasing core capacity. Your data now processes 2.5 times faster, meaning real-time dashboard updates and instant report generation.

Benefits:

  • Faster dashboard loading times
  • Real-time data updates
  • Instant report generation
  • Improved overall platform responsiveness

Facebook Ads Attribution Update (Nov 13, 19:00 UTC)​

Breaking Change

As of this release, the fbclid parameter is no longer used to identify Facebook Ads traffic due to its lack of reliability and consistency.

What this means for you:

  • Facebook Ads traffic now requires properly configured UTM tags for accurate attribution
  • Ensure your campaigns include parameters such as:
    • utm_source=facebook
    • utm_medium=paid
    • (or equivalent)
  • This ensures consistent, accurate attribution and full control over your data

Recommendation: Review and update your Facebook Ads campaigns with correct UTMs to maintain full visibility.

tip

Need help configuring UTMs? Check our Facebook Ads Tracking Guide

Migration Guide​

If you're currently relying on fbclid for Facebook Ads attribution, follow these steps:

  1. Audit your campaigns: Check all active Facebook Ads campaigns
  2. Add UTM parameters: Configure UTMs in your Facebook Ads Manager
  3. Test: Verify traffic attribution inside SealMetrics
  4. Monitor: Ensure continuity in your reporting

Need assistance? Contact our support team