Business

The Ultimate Guide to Calculating Real Influencer Campaign ROI

Published

3 hours ago

17 February 2026

If you have ever tried to defend creator spend in front of a CFO, you know the problem. The campaign can look busy on the surface. Views are high, comments are positive, and the creators are asking when the next deal is coming.

Then the CFO asks one question: what did we get back in revenue, and how do you know it came from this spend? When the answer leans on Earned Media Value (EMV) only, engagement rate, or brand awareness, the conversation usually ends with budget pressure.

In 2026, that standard is changing. Vanity metrics might help you improve creativity, but they do not justify investment. What wins the budget is attribution to Net Revenue and profit, plus clear math that ties spend to Customer Acquisition Cost (CAC), Customer Lifetime Value (CLV), and conversion. CFOs in particular and brands in general need performance-based influencer marketing.

This guide shows how to calculate influencer marketing ROI using the same financial logic you would use for any growth channel. We will also separate Return on Ad Spend (ROAS) from profit based ROI, and walk through creator campaign attribution models and the tracking stack needed to connect an influencer post to a closed deal.

Key Takeaways

Move beyond EMV to Hard Revenue.
Include all costs (agency, product, shipping) in the formula.
Use U-Shaped or Linear attribution to see the full picture.
Automate tracking with UTMs and pixels.

ROI vs. ROAS vs. EMV: Defining Financial Success

Marketers often mix these metrics in the same report. A CFO will not. If you want influencer spend to be treated like a real growth investment, you need to be precise about what each metric measures, what it ignores, and what question it answers.

Earned Media Value (EMV)

What it is: A dollar estimate assigned to impressions, views, likes, or engagement by comparing them to what you might have paid for similar reach in ads.
What it answers: “How much would this exposure have cost if we bought it?”
Why it fails in the boardroom: EMV is built on vanity metrics. It has no direct link to net revenue, profit, or even verified customer actions. Two campaigns can have the same EMV while one drives sales and the other drives nothing but attention. EMV can be useful for creative benchmarking, but it is not a financial result.

Return on Ad Spend (ROAS)

What it is: A revenue efficiency metric.
Formula: ROAS = Gross Revenue / Ad Spend
What it answers: “How much gross revenue did we generate per dollar spent?”
Why it matters: ROAS is a clean way to compare channel efficiency when your goal is revenue generation. It forces you to connect spend to revenue. But ROAS is not profitable. It does not subtract costs like Cost of Goods Sold (COGS), shipping, discounts, refunds, or agency fees. A campaign can look strong on ROAS and still lose money.

Influencer Marketing ROI

What it is: A profitability metric for creator investment, and the primary financial KPI if you need CFO level approval.
Core logic: profit compared to Total Investment.
What it answers: “Did we make money after all costs, and how much profit did this Investment produce?”
Why it matters: ROI is what finance teams use to decide whether to scale, hold, or cut spend. It forces you to define total investment properly and connect it to profit, not just revenue.

Comparison table: EMV vs. ROAS vs. ROI

Metric	What it measures	Core inputs	Best use	Main weakness
EMV	Estimated value of exposure	Vanity metrics like views, impressions, engagement, plus assumed media rates	Creative comparison, top of funnel reporting	Not tied to net revenue, profit, or verified outcomes
ROAS	Revenue efficiency	Gross revenue, ad spend	Comparing efficiency across paid and creator programs	Ignores costs, so it can overstate success
ROI	Profitability	Net profit, total investment	Budget justification and scale decisions	Requires clean cost accounting and attribution

The math difference that matters

ROAS uses Revenue, not profit:
- ROAS = Gross Revenue / Ad Spend
- Useful when you need to show Revenue per dollar, but it does not tell you if the campaign was profitable.

ROI uses profit and full Investment:
- ROI is built on Profit compared to Total Investment, not just the creator fee.
- Finance cares about Profit, because Profit is what remains after costs.

If you want a creator report to survive a CFO review, treat EMV as supporting context, not the headline. Lead with investment, revenue, and profit. Then back it up with transparent assumptions and a repeatable tracking method. For more on this, see metrics that matter.

The Exact Formulas to Calculate Creator ROI in 2026

1. ROI

Start with the only ROI formula a CFO will accept. Influencer marketing ROI is a profitability metric, not a feelings metric. The standard formula is:

ROI (%) = (Net Profit – Total Cost) / Total Cost x 100

This is the formula you should use when you want to claim a creator campaign “paid back” the budget.

2. Total Cost

Define Total Cost correctly, or your ROI will be wrong. Most influencer reports quietly treat the influencer fee as the whole cost. That is the fastest way to lose credibility with finance. Total Cost must include every real expense required to produce and fulfill the sale.

Include in Total Cost:

Creator fees (and usage rights if paid separately)
Agency fees or internal labor allocation (if you report that way)
Product seeding costs (free product sent to creators)
Cost of Goods Sold (COGS) for units sold
Shipping and handling
Payment processing fees and platform fees
Returns, refunds, chargebacks (treat as revenue reduction or as cost consistently)
Discounts and coupons (again, handle consistently)

If you leave out COGS and shipping, you can show a positive ROI on paper while the business loses money on every order.

3. Net Profit

Calculate Net Profit the same way your finance team does. Net Profit is what remains after costs. A simple way to structure it for creator campaigns is:

Net Profit = Net Revenue – Total Cost

Where Net Revenue is revenue after refunds, returns, and any adjustments your finance team uses. This is why Net Revenue matters more than top line gross sales when you are trying to prove real ROI.

4. Break-even Revenue

Know your break-even point before you scale. Before you ask for more spend, you should know the Break-even Point, meaning the minimum revenue you must generate to avoid losing money.

Break-even Revenue = Total Cost / Gross Margin %

Example:

Total Cost of the influencer program this month: $50,000
Your gross margin is 60% (0.60)
Break-even Revenue = $50,000 / 0.60 = $83,333.33

If your attributed revenue is below $83,333.33, you are not breaking even yet. If it is above it, you have room to scale, assuming the attribution is credible.

5. CAC

Calculate Customer Acquisition Cost (CAC) for creator campaigns. ROI tells you profitability. CAC tells you efficiency of acquiring new customers, which is often how senior teams compare channels.

Influencer CAC = Total Spend / New Customers

Important details:

Total Spend should match your Total Cost logic, not just creator fees.
New Customers must be net new customers, not all purchases. Otherwise CAC looks artificially low.

Example:

Total Cost: $50,000
New customers attributed to creators: 250
CAC = $50,000 / 250 = $200

If your blended CAC target is $150, creator CAC at $200 might still be acceptable if it brings higher CLV, stronger retention, or higher average order value. For a deeper breakdown, see calculating CAC: /marketing-efficiency-ratio.

6. CLV

Bring in Customer Lifetime Value (CLV) to judge payback, not just first purchase. Influencers often drive higher trust and higher intent, which can affect retention. That is why CLV matters, especially for subscriptions, high ticket items, or products with repeat purchase behavior.

A simple CLV model:

CLV = Average Order Value x Purchase Frequency x Gross Margin x Average Customer Lifespan

Then compare CLV to CAC:

If CLV / CAC is healthy (many teams target 3x or more), the channel can be worth scaling even if first purchase ROI looks modest.
If CLV is unknown, at least estimate the payback period: how long it takes gross profit to recover CAC.

7. What about brand awareness campaigns?

Use cost efficiency, not fake ROI. If the campaign truly has no conversion event to measure, you do not calculate financial ROI honestly. You measure cost efficiency for awareness outcomes, and you keep it separate from performance claims.

Practical options:

Brand lift studies (awareness, consideration)
Share of voice or search lift
Cost per qualified visit, cost per email signup, or cost per lead, as a proxy when you are building the funnel

The key is consistency. If you want to say influencer marketing ROI improved, you must anchor it to profit math and full cost accounting, and then validate the attribution method you used to assign revenue and customers to influencers.

Attribution Models: Tracking the Invisible Touchpoints

If your influencer marketing ROI looks weaker than Facebook or Google, there is a good chance the campaign is not actually underperforming. You are likely seeing an attribution problem, not a performance problem. Influencer campaigns often create demand at the top of the funnel, while paid search, retargeting, or email captures the final click that converts. If you rely on Last-Click Attribution, creators will look expensive even when they are the reason the customer entered your world in the first place.

Below are the attribution models you can use to assign credit across touchpoints. The goal is not to “make influencers look good.” The goal is to assign credit in a way that reflects how people actually buy in 2026.

Last-Click Attribution

What it does: Gives 100% credit to the final touchpoint before purchase.
Why it breaks influencer campaign attribution: An influencer post might drive the first site visit, the email signup, or the app install. Then the customer returns later through Google search, a retargeting ad, or a branded direct visit. Last click gives all credit to the closer and none to the introducer.
When it is acceptable: Rarely. It can work for impulse purchases with one session conversion, but most creator driven journeys are not one session.

First-Touch Attribution

What it does: Gives 100% credit to the first recorded touchpoint.
Why it helps: It credits discovery, which is often the influencer’s true role. It is useful when your objective is growing new demand and you need to prove the creator’s “opening” value.
What it misses: It can undervalue the channels that do the heavy lifting in the middle and at close, like retargeting, email, sales, or affiliates.

Linear Attribution

What it does: Splits credit equally across every touchpoint in the journey.
Why it helps: It prevents one channel from stealing all credit and gives creditors a fair share when they are part of a longer path.
What it misses: Not all touchpoints are equally important. Some are decisive. Some are noisy.

U-Shaped Attribution

What it does: Assigns more credit to the first touchpoint and the last touchpoint, with the remaining credit spread across the middle touches. The model in this brief is: 40% First, 40% Last, 20% Middle.
Why it is often best for creator campaigns: It matches how many influencer paths work. Influencers introduce the brand and frame the intent. Retargeting or search closes the deal. The middle touches still matter, but they should not erase discovery.
How to use it in reporting: Treat the creator as the 40% opener when they are the first recorded touchpoint, or when they are the first meaningful engagement that can be verified (click, signup, install, or survey confirmed source).

Multi-Touch Attribution as the Umbrella Concept

Multi-Touch Attribution is any approach that assigns credit across multiple touchpoints instead of one. First touch, linear, and U shaped are common “rules based” versions. More advanced versions use data driven weighting, but the principle is the same: share credit across the journey.

Why your influencer ROI can look lower than Facebook ads ROI

In many stacks, Facebook is the closest because it retargets the people who first visited from creators. If your reporting uses last click, Facebook appears to generate the sale “cheaply,” and creators appear to “not convert.” That is an attribution error. The sale was assisted by creators, but the credit was not assigned.

Visual description for a U-Shaped model diagram

Imagine a path that goes left to right with five boxes:

Influencer Post
Website Visit
Email Signup
Retargeting Ad
Purchase

Above each box is a percentage.

The Influencer Post box has 40% credit
The Purchase box, labeled Retargeting Ad as the last touch, has 40% credit
The three middle boxes share the remaining 20% credit equally, so each middle box gets about 6.7%

The diagram makes one point clear: the model gives real credit to both introduction and close, instead of letting Last-Click Attribution erase the first touchpoint.

The Tech Stack: Automating the Tracking Loop

A strong attribution model only works if you can capture the right data. The goal is simple: every creator touchpoint should leave a measurable trail that can be tied to a user, a lead, and eventually net revenue in your reporting. You do not need a perfect setup to start, but you do need a consistent one.

UTM Parameters for every single creator link

Create UTM Parameters for each influencer, each platform, and ideally each post.

Minimum fields to standardize:

utm_source (influencer name or handle)
utm_medium (influencer)
utm_campaign (campaign name)
utm_content (platform or post identifier)

UTMs make the first click traceable, which protects Creator Campaign Attribution from being erased by Last-Click Attribution in your analytics.

Promo codes to track conversions that happen without a click

Not every customer clicks a link. Some see a post and search your brand later, or share it in a chat. This is dark social, and it is common for influencer driven demand.

Promo codes give you a second line of tracking when link data is missing.

Best practice:

Unique code per creator for clean attribution.
A consistent code structure (for example INFLUENCER10 or BRAND CREATOR).
A defined policy for discounting so codes do not destroy profit while chasing revenue.

Attribution pixels and conversion events

Use attribution pixels (your ad platform pixel or a server side event) to capture key actions:

View content
Add to cart
Lead form submit
Purchase or subscription start

Pixels let you build remarketing audiences and connect creator driven traffic to later conversions. They also help you see assisted conversions inside multi-touch views.

CRM integration from click to closed won

If you sell B2B, high ticket, or anything with a sales cycle, you cannot stop at checkout tracking. You need CRM Integration so each lead keeps its original source through the pipeline. Tools that are commonly used are HubSpot, Salesforce, and the like.

Minimum setup:

Capture UTMs on the first visit and store them in hidden form fields.
Push those fields into the CRM as lead properties.
Maintain the original source through deal stages, not just last activity.

This is where creator programs become CFO friendly, because you can show an influenced pipeline, closed won revenue, and payback timing.

Post purchase surveys to fill attribution gaps

A simple “How did you hear about us?” questions at checkout can catch what UTMs miss.
Offer structured answers that include top influencers or “Creator on TikTok” or “YouTuber.”
This is not perfect data, but it is often the only way to capture dark social influence when links are not clicked.

A practical reporting view that finance can trust

Build a weekly or monthly report that includes:

Total Investment by influencer and by platform
Attributed Net Revenue by model (first touch, U-shaped, or linear)
Profit and Influencer Marketing ROI
Creator CAC and payback period where possible

The point is to show the same language finance uses: Investment, Revenue, Profit, and time to recover spend.

The ROI Tracking Setup Checklist

UTMs on every creator link, standardized naming convention
Promo codes, ideally unique per creator
Attribution pixels with key conversion events configured
CRM Integration that stores original source and ties leads to closed won revenue
A post checkout or post signup survey to capture dark social touchpoints
A consistent attribution rule (often U shaped or linear) applied across reports

Conclusion

Influencer programs do not fail in finance reviews because creators “do not convert.” They fail because the measurement is incomplete. If you report EMV, views, or engagement as the headline, you are asking a CFO to fund feelings. In 2026, budget is won with revenue attribution, transparent cost accounting, and a repeatable method for assigning credit across touchpoints.

The fastest path to credible influencer marketing ROI is simple: pick an attribution model that reflects how people buy, and build a tech stack that captures the data consistently. For most teams, that means moving away from Last-Click Attribution, applying a U-Shaped or Linear approach for influencer campaign attribution, and enforcing tracking hygiene with UTMs, pixels, and CRM fields that survive the full journey to closed won.

If you want more budget next year, audit your current campaigns this month. Replace vanity reporting with Net Revenue, profit, CAC, and payback. Then you will have numbers that hold up in the boardroom.

Business

Skylory Corp’s Guide to Team Connection

Published

3 minutes ago

18 February 2026

NewsAdmin

Remote and hybrid work are common now. Skylory Corp has studied these work styles and offers advice to firms that want to keep their teams working well together.

This piece looks at the main problems, fixes, and steps that help teams stay productive in these new setups.

The Changing Work Environment Paradigm

Skylory notes that many organizations have transitioned to remote or hybrid models in response to global shifts in the world of work. According to experts, this is not just a trend but a fundamental change that affects communication, culture, and productivity. The correct combination of technologies and practices can significantly strengthen team integration.

Remote and hybrid work have their advantages. However, they also create new challenges for managers, HR specialists, and team members. To help companies navigate these changes, Skylory Corp provides specific recommendations based on experience and market research.

Defining Remote and Hybrid Work

What Is Remote Work?

Remote work involves performing tasks outside the traditional office environment. In this model, most employees work from home or any other location.

What Is Hybrid Work?

Hybrid work combines office and remote formats. Employees may spend part of the week in the office and part working remotely.

Both models have their pros and cons. Understanding these differences is key to building effective team communication.

Challenges of Remote and Hybrid Work

Lack of Physical Presence

One of the main challenges is the loss of face-to-face communication. During remote work, employees do not see each other daily, which can lead to isolation and a reduced sense of belonging.

Different Time Zones

For global teams, time differences can complicate scheduling meetings. According to Skylory Corp, experts recommend coordinating working hours and establishing flexible rules for effective synchronization.

Loss of Informal Interaction

Informal colleague conversations no longer happen automatically. This can reduce opportunities for creative ideas and social support.

Practices for Better Team Interaction

Using Technology for Communication

Skylory highlights the importance of digital tools that enable real-time communication. Using platforms for video conferencing, chats, and virtual “whiteboards” helps maintain work rhythm and shared context.

Choosing the right set of tools depends on team size and the nature of the work. For example, creative groups may benefit from tools supporting visual collaboration, while technical teams may prefer integrated environments for coding and project management.

Regular Synchronization Meetings

Regular video meetings help maintain a sense of unity. Daily or weekly stand-ups create a routine and help each team member feel their role in the shared process.

Virtual Social Events

It is important to organize not only work-related but also social online events. Skylory Corp shared that organizing virtual coffee breaks or themed games allows the team to interact in an informal atmosphere.

Clear Communication Standards

Skylory explained by creating clear communication guidelines for all employees. This includes recommendations on response times to messages, formats for different types of meetings, and online etiquette principles. Such standards help prevent misunderstandings.

Supporting Corporate Culture

Formalized Mission and Values

A clearly formulated mission and organizational values help maintain corporate culture regardless of physical workplace location. When employees understand what unites them, it creates a sense of shared purpose.

Mentorship and Support Programs

Skylory Corp’s team notes the importance of mentorship. Virtual mentoring sessions help newcomers adapt and support employee development. This is especially important for hybrid teams, where some employees may meet less frequently in person.

Monitoring Employee Wellbeing

Skylory Corp emphasizes that checking in with employees regularly about their workload, stress, and well-being can stop burnout before it starts. This way, the company can change things as needed and give support where it’s needed.

Leadership’s Role in the New Reality

Focus on Empathy

Skylory notes that leaders need to be understanding and flexible. Understanding employees’ situations, especially when they’re working remotely, helps build trust and keeps them motivated.

Training and Development

Skylory Corp believes that investing in leadership training for managing remote and hybrid teams is critically important. This includes developing digital communication skills, time management, and online conflict resolution abilities.

Statistics on Remote and Hybrid Work

According to a large study

on flexible work, found that 70% of employees say their work-life balance got better when working remotely. Also, 65% of managers think their teams stayed as productive or got even more done after switching to a hybrid setup. This shows it’s key for companies to change with the times to keep people motivated and doing good work. These numbers back up how much flexible work matters and how it affects what companies achieve.

Skylory Corp’s Take on Local Marketing and Team Cohesion

Skylory Corp’s take on local marketing

also shows that maintaining the local identity of the team is important even in a global context. The company analyzes how local practices and cultural features can contribute to better connections in hybrid teams. This approach helps balance global standards with employees’ local expectations.

Conclusion: Key Principles for Success

Skylory believes that to keep teams connected regardless of the work format, organizations need to:

Create clear communication rules.
Use appropriate digital tools.
Support corporate culture.
Regularly measure employee well-being.
Develop leadership skills.

In a world where remote and hybrid work are becoming standard, organizations that invest in connection and culture gain an advantage. The practices described above help teams adapt to changes and maintain a sense of unity even when physically separated.

The future of work is not just about new formats but the ability to build connections and sustain collaboration regardless of employee location.

Successful remote or hybrid work is not only about technology but also about culture, support, and shared understanding of goals. Skylory Corp’s experts observed that implementing such practices delivers tangible long-term results, and ensuring team support should be a priority for every organization.

Business

Infosys Limited (INFY) Discusses Tech Transitions and the Unique Aspects of the AI Era Transcript

Published

10 minutes ago

18 February 2026

NewsAdmin

OneWater Marine Inc. (ONEW) Q1 2026 Earnings Call Transcript

Infosys Limited (INFY) Discusses Tech Transitions and the Unique Aspects of the AI Era February 17, 2026 12:30 AM EST

Company Participants

Nandan Nilekani – Co-Founder & Chairman
Salil Parekh – MD, CEO & Director
H. Satish – Executive VP & Chief Delivery Officer
Dinesh Rao – Executive VP & Co-Head of Delivery
D. Balakrishna – Executive VP and Service Offering Head of Energy, Utilities, Communications, Resources & Services
Mohammed Tarafdar – Senior VP & Unit Technology Officer
Anand Swaminathan – Executive VP and Segment Head of Communication, Media & Technology
Jasmeet Singh – Executive VP & Segment Head of Manufacturing
Dennis Gada – Senior VP & Head of Financial Services Industry
Ashiss Kumar Dash
Ambeshwar Nath
Shaji Mathew – Chief Human Resources Officer
Sumit Virmani – Executive VP & Chief Marketing Officer
Jayesh Sanghrajka – Chief Financial Officer

Conference Call Participants

Yu Lee – Guggenheim Securities, LLC, Research Division
Pankaj Murarka
Aditya Chandrasekar – UBS Investment Bank, Research Division
Gaurav Rateria – Morgan Stanley, Research Division
Surendra Goyal – Citigroup Inc., Research Division
Kunal Tayal – BofA Securities, Research Division
Sandeep Shah – Equirus Securities Private Limited, Research Division
Kawaljeet Saluja – Kotak Securities (Institutional Equities)

Presentation

Unknown Executive

Good morning, everyone, and a warm welcome to the Infosys Investor AI Day at our Bengaluru campus. A special hello to everyone who’s joining us via the Investor Relations webcast. Today’s proceedings are being recorded and the audio transcript and the presentations will be made available soon on our website. So we request you not to take pictures or record the sessions while they’re going on.

Before we begin, I have some important housekeeping announcements. On your tables, you will find the agenda, an important information sheet, and the feedback forms. Please follow the timings in the agenda to help us keep the day running smoothly. The important information sheet also has the Wi-Fi details. We request you to fill in the feedback forms after every

Business

10 Essential Facts About the Rising Tennis Star in 2026

Published

16 minutes ago

18 February 2026

NewsAdmin

At just 21, Cori “Coco” Gauff has already etched her name among tennis’s elite, blending explosive athleticism, vocal advocacy and consistent Grand Slam success. As the world No. 4 prepares for her third-round match at the Dubai Duty Free Tennis Championships on Wednesday, February 18, 2026, following a straight-sets win over Anna Kalinskaya, here are 10 key things to know about the American phenom based on her latest performances, career milestones and off-court impact.

Current Status and Ranking Gauff enters the Dubai event ranked No. 4 in the WTA singles rankings (with some sources noting No. 5 as of early February updates). She holds a 7-3 record in 2026 so far, including a quarterfinal run at the Australian Open before falling to Elina Svitolina. Her prize money this year exceeds $1 million, contributing to a career total nearing $17 million.
Breakthrough at Age 15 Gauff burst onto the global stage in 2019 at Wimbledon, defeating Venus Williams in the first round as a 15-year-old wildcard. The upset made her the youngest player to win a main-draw match at the All England Club in the Open Era, propelling her from junior standout to household name overnight.
First Grand Slam Triumph In 2023, Gauff claimed her maiden major at the U.S. Open, defeating Aryna Sabalenka in a dramatic final. At 19, she became the youngest American woman to win the title since Serena Williams in 1999, fulfilling a childhood dream on home soil at Arthur Ashe Stadium.
Second Major on Clay Gauff added her second Grand Slam singles title at the 2025 French Open, topping Sabalenka in the final. The Roland Garros victory marked her breakthrough on clay, where she had previously reached the 2022 final (lost to Iga Swiatek). She also secured her first WTA 1000 title on clay that year at Wuhan.
Historic WTA Finals Win Gauff capped 2024 by winning the WTA Finals in Riyadh, defeating the world’s top players en route to the title. At 20, she became the youngest champion since Maria Sharapova in 2004 and the first American since Serena Williams in 2014, earning a record $4.8 million prize — the largest single payout in women’s sports history at the time.
Doubles Success and No. 1 Ranking Beyond singles, Gauff reached world No. 1 in doubles and has 10 career titles in the discipline. She won the 2024 French Open women’s doubles with Kateřina Siniaková, showcasing her versatility and strong net play.
Powerful Game and Style Standing 5-foot-9 and right-handed, Gauff combines elite speed, athleticism and a booming forehand with improving consistency. Her serve has evolved into a weapon, though recent matches — including 12 double faults against Kalinskaya — highlight areas for refinement as she navigates high-pressure moments.
Advocacy and Social Impact Gauff remains unafraid to address societal issues. In Dubai this week, she spoke candidly about U.S. events, saying it’s “tough to wake up” to news of immigration crackdowns and protester deaths, adding, “I don’t think people should be dying in the streets just for existing.” She has long advocated for racial justice, voting rights and equality, drawing from her experiences as a Black woman in sports.
Endorsements and Partnerships Gauff serves as a global brand ambassador for Mercedes-Benz, the WTA’s premier partner since January 2026. She praised the collaboration as “such a prestigious brand” during media day in Dubai, aligning with her growing off-court profile alongside deals with New Balance, Head and others.
Ongoing Development and Outlook After a strong but title-less start to 2026 — including early exits in Doha and a quarterfinal loss in Melbourne — Gauff faces Alisa Mertens next in Dubai. Analysts see her as a perennial top contender, with her youth, work ethic and experience positioning her for more majors. Her ability to handle pressure, as seen in comebacks and year-end triumphs, suggests even greater achievements ahead.

Gauff’s journey from a prodigy upsetting legends to a two-time major champion and outspoken leader reflects tennis’s evolving landscape. As the 2026 season unfolds, her blend of on-court prowess and principled voice continues to inspire fans worldwide. The Dubai event marks her latest step in what promises to be a defining year.

Business

How Long Is the Driving Theory Test? A Complete Guide for UK Learners

Published

23 minutes ago

18 February 2026

NewsAdmin

For 18 years, driveJohnson's has focused on teaching learners to pass their driving test confidently and quickly.

If you are preparing to take your UK driving theory test, it is completely normal to ask: how long is the driving theory test? Understanding the duration and structure of the exam helps reduce anxiety and allows you to prepare effectively.

Many learners currently attending driving lessons Wimbledon often raise this question as they begin preparing for both the theory and practical stages of the licensing process.

The UK driving theory test is managed by the Driver and Vehicle Standards Agency (DVSA) and must be passed before you can book your practical driving test. While the test itself is not excessively long, knowing exactly how the time is divided between sections makes preparation far more manageable.

How Long Does the UK Driving Theory Test Last?

The UK driving theory test lasts approximately 1 hour and 20 minutes in total. It is divided into two separate sections:

Multiple-choice section – 57 minutes
Hazard perception test – approximately 20 minutes

Although the actual testing time is just over an hour, you should expect your full appointment at the test centre to last around 90 minutes, including identity checks and instructions.

Understanding this structure early allows learners to practise under timed conditions — something frequently recommended by approved driving instructors to build confidence before test day.

Multiple-Choice Section (57 Minutes)

The first part of the driving theory test consists of 50 multiple-choice questions based on the Highway Code, UK road signs, traffic regulations and safe driving principles.

Important details include:

You have 57 minutes to complete all 50 questions.
The pass mark is 43 out of 50.
Questions focus on hazard awareness, speed limits, road safety and driving behaviour.
You can flag questions and return to them before time expires.

If you finish early, you can review your answers. If the time runs out, the system automatically submits your responses.

With consistent practice using mock theory tests, most learners find the timing reasonable.

Hazard Perception Test (Around 20 Minutes)

After completing the multiple-choice section, you move on to the hazard perception test.

This section includes:

14 video clips showing everyday driving scenarios.
13 clips contain one developing hazard.
1 clip contains two developing hazards.
Each hazard is scored from 0 to 5 points.
The pass mark is 44 out of 75.

A developing hazard is a situation that requires you to take action, such as slowing down or changing direction. The earlier you identify the hazard within the scoring window, the higher your score.

Unlike the multiple-choice section, the hazard perception clips cannot be paused or replayed, so maintaining concentration is essential.

What Happens at the Test Centre?

On the day of your test:

Your provisional driving licence will be checked.
Personal belongings must be stored securely.
You will receive instructions on using the computer system.
Practice questions are available before starting the real test.

The two sections run consecutively with a short break in between, and your results are displayed immediately after completion.

Is the Time Limit Difficult?

For most learners, the time limit is manageable with proper preparation. The theory test is designed to assess knowledge and hazard awareness — not to rush candidates unnecessarily.

To prepare effectively:

Study the official Highway Code.
Use DVSA-approved revision materials.
Practise timed mock theory tests.
Improve reaction timing with hazard perception practice clips.

Preparation is the most important factor in managing the time successfully.

Conclusion

So, how long is the driving theory test?

The total testing time is approximately 1 hour and 20 minutes, split between a 57-minute multiple-choice section and a 20-minute hazard perception test. Including check-in procedures, expect to spend around 90 minutes at the test centre.

Understanding the format in advance removes uncertainty and helps you approach the exam with confidence. With structured revision and practice, the time limit is not something to fear — it is simply part of a well-organised assessment designed to ensure safe and knowledgeable drivers on UK roads.

Business

Why Users Prefer Apps Over Browsers for Daily Digital Tasks

Published

29 minutes ago

17 February 2026

NewsAdmin

The Information Commissioner’s Office (ICO) is issuing a reminder to all app developers regarding the paramount importance of safeguarding users’ privacy, following its examination of period and fertility apps.

Open a phone today and the browser is no longer the starting point. For many users, daily digital life begins and ends inside apps — checking messages, managing finances, following news, or booking services without ever typing a web address.

This shift hasn’t happened by accident. It reflects a deeper change in how people expect technology to fit into their routines.

Apps have reshaped digital behavior by removing effort. They remember preferences, load instantly, and offer a sense of continuity that browsers rarely provide. What once required multiple steps and repeated logins now happens with a single tap. Over time, convenience becomes habit, and habit becomes preference.

For businesses, this trend signals more than a design choice. It marks a fundamental transformation in how users interact with digital services — one where efficiency, familiarity, and control outweigh the openness of the traditional web.

The Shift From Open Web to App-Centric Behavior

The open web once symbolized freedom — endless tabs, searchable answers, and the sense that everything was just a click away. But convenience has quietly rewritten that ideal. Today, most users no longer browse for daily tasks; they return to familiar apps. This isn’t a rejection of the web, but a reordering of priorities driven by habit, speed, and predictability.

App-centric behavior grows out of repetition. When people perform the same actions every day — checking scores, managing accounts, following updates — they don’t want to navigate menus or re-enter information. Apps eliminate those small points of friction. They open where users left off, remember preferences, and respond instantly. Over time, the browser starts to feel like a detour rather than a destination.

This shift is especially visible in mobile-first regions, where smartphones are the primary computing device. Users adapt to ecosystems built around apps that work smoothly on limited connections and modest hardware. In such environments, downloading a dedicated app — whether for news, finance, or platforms accessed through options like 1xbet indonesia apk — feels practical rather than deliberate. It’s simply the fastest path to what the user already knows they want.

As behavior becomes more app-centric, the open web doesn’t disappear — it recedes into the background. Apps become the front doors of digital life, shaping routines through familiarity and ease. The shift isn’t about closing off access, but about choosing efficiency over exploration in everyday digital moments.

Speed, Familiarity, and Reduced Friction

Speed has become the quiet benchmark of modern digital satisfaction. Users may not consciously measure load times or interface efficiency, but they feel the difference immediately. When an app opens instantly and responds without hesitation, it creates a sense of momentum. There is no waiting, no recalibration — just action. In daily digital tasks, that immediacy matters more than features users rarely touch.

Familiarity builds on that speed. Apps succeed because they feel predictable in the best possible way. Buttons stay where users expect them, flows don’t change without reason, and progress resumes exactly where it left off. Over time, this consistency removes the need to think about how to do something. Users simply do it. That comfort turns apps into default tools rather than conscious choices.

Reduced friction is where speed and familiarity converge. Apps eliminate repeated logins, unnecessary steps, and redundant decisions. Notifications replace manual checking, saved preferences replace setup screens, and one-tap access replaces navigation. Even platforms people engage with casually, including services accessed through apps like 1xbet aplikasi, benefit from this streamlined experience because ease of use lowers the barrier to return.

In the end, users don’t choose apps because they are closed ecosystems — they choose them because they respect time and attention. Speed keeps users moving, familiarity keeps them confident, and reduced friction keeps them coming back.

Personalization and Control Drive Habit Formation

Habit doesn’t form through novelty — it forms through comfort and control. In the digital world, users return to the tools that adapt to them, not the ones that demand constant adjustment. Personalization has become the engine behind this dynamic, quietly shaping routines by making each interaction feel familiar and relevant.

When apps remember preferences, surface relevant content, and organize information around individual behavior, they reduce mental effort. Users don’t need to search, filter, or reset their experience every time they open an app. This sense of continuity creates trust. The platform feels less like a tool and more like a personalized space that reflects how the user thinks and acts.

Control strengthens this relationship. The ability to manage notifications, customize dashboards, or choose how and when to engage gives users ownership over their digital habits. Instead of being pulled into experiences, they opt in on their own terms. That autonomy turns occasional use into consistent behavior.

Over time, personalization and control reinforce each other. The app becomes easier to return to because it already understands the user, and the user feels comfortable returning because they remain in charge. This is how digital habits are built — not through pressure, but through alignment with everyday routines.

Offline Reliability and Infrastructure Realities

Digital products are often designed for ideal conditions — fast connections, stable networks, uninterrupted power. Real life looks very different. Users move through spaces with weak signals, fluctuating data speeds, and occasional outages. In these environments, offline reliability stops being a bonus feature and becomes a deciding factor in what people actually use.

Apps tend to perform better under these realities because they anticipate disruption. Cached data, background syncing, and lightweight interfaces allow users to continue tasks even when connections drop. Instead of failing completely, apps degrade gracefully, preserving progress and restoring functionality when access returns. Browsers, by contrast, often require a continuous connection to remain usable, turning minor network issues into full stop moments.

Infrastructure realities also shape trust. When a tool works reliably on a crowded commute, in rural areas, or during network congestion, users remember it. Reliability builds confidence, and confidence builds routine. People return to platforms that respect their constraints rather than assuming perfect conditions.

As digital access expands globally, infrastructure gaps will persist longer than ideal networks. Products that succeed are those designed for the world as it is, not as it should be. Offline reliability isn’t about removing connectivity — it’s about acknowledging reality and building experiences that remain useful when conditions are less than perfect.

What This Means for Businesses Going Forward

The shift in user behavior toward apps over browsers is not a passing trend — it’s a structural change with clear implications for businesses. Companies are no longer competing simply on features or pricing, but on how seamlessly they fit into a user’s daily routine. Attention has become scarce, and the products that win are those that reduce effort rather than add to it.

For businesses, this means rethinking digital strategy from the ground up. An app is no longer just an extension of a website; it is often the primary relationship channel. Investment in performance, personalization, and reliability directly translates into retention and lifetime value. Users who feel understood and in control are more likely to return, engage, and stay loyal.

It also means designing for real-world conditions. Products must perform well across devices, network qualities, and usage patterns. Flexibility and resilience are now competitive advantages, not technical details. Companies that acknowledge infrastructure realities and user behavior gain trust in markets others struggle to reach.

Going forward, successful businesses will be those that treat digital experiences as living systems, not static products. By prioritizing ease, adaptability, and user-centric design, they position themselves not just to attract users — but to become part of everyday life.

Business

IMF urges Japan to keep raising rates, avoid reducing sales tax

Published

36 minutes ago

17 February 2026

NewsAdmin

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(VIDEO) ‘Bridgerton’ Season 4 Part 2 Trailer Teases High-Stakes Romance for Benedict and Sophie

Published

43 minutes ago

17 February 2026

NewsAdmin

Netflix has released the official trailer for the second part of “Bridgerton” Season 4, heightening anticipation for the conclusion of Benedict Bridgerton’s love story with Sophie Baek as the Regency-era drama returns Feb. 26.

The trailer, dropped Feb. 13, 2026, opens with the tagline “True love is worth the risk,” spotlighting the deepening connection between Benedict (Luke Thompson) and Sophie (Yerin Ha). It picks up from the Part 1 cliffhanger, where Benedict — the eternal bachelor of the Bridgerton family — propositions Sophie to become his mistress after their intense stairwell encounter, prompting her to flee in distress.

Viewers see glimpses of emotional turmoil, societal pressures and passionate moments as the pair navigates class divides. Sophie, a hardworking lady’s maid with a Cinderella-inspired backstory, grapples with her past and the implications of Benedict’s offer. The footage teases Benedict’s internal conflict, family interventions — including a notable scene with Anthony Bridgerton (Jonathan Bailey) — and the question of whether their forbidden romance can overcome the rigid demands of the ton.

Supporting storylines also get attention in the trailer, including updates on Violet Bridgerton (Ruth Gemmell) and Lord Anderson (Daniel Francis), as well as ongoing developments for Francesca (Hannah Dodd) and John Stirling (Victor Alli), and Colin (Luke Newton) and Penelope Bridgerton (Nicola Coughlan).

Season 4 adapts elements from Julia Quinn’s novel “An Offer from a Gentleman,” reimagined with Sophie as Sophie Baek, a lady’s maid in disguise who captivates Benedict at a masquerade ball. Part 1, consisting of the first four episodes, premiered Jan. 29, 2026, and has drawn praise for its performances, particularly from Thompson and Ha, as well as its steamy tension and emotional depth.

The eight-episode season splits into two four-episode parts, a format Netflix has used for recent seasons to build suspense. Part 2 will stream exclusively on Netflix starting at 12 a.m. PT Feb. 26, 2026 (3 a.m. ET / 9 a.m. KST).

Fan reactions have been swift and enthusiastic since the trailer’s release, with social media buzzing over the chemistry between leads and speculation about the resolution. Comments on platforms like YouTube and Reddit highlight excitement for the romance’s progression, with many calling it one of the series’ strongest storylines yet.

“Bridgerton” showrunner Jess Brownell and executive producer Shonda Rhimes continue to helm the production, which remains one of Netflix’s biggest hits. The series has already been renewed through Season 6, ensuring more tales from the ton beyond Benedict’s arc.
With only days until the premiere, fans are counting down to see if Benedict and Sophie will defy convention for a happily ever after — or if societal barriers will prove too formidable.

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SGH, Steel Dynamics bid $10.6 billion for BlueScope Steel in ’best and final’ offer

Published

56 minutes ago

17 February 2026

NewsAdmin

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Navigating the Dynamic Landscape of Slot Sites: Opportunities and Challenges

Published

1 hour ago

17 February 2026

NewsAdmin

Mobile slots have become popular in the UK. More and more people are playing these games on their phones instead of computers. Slot games are short and easy to play, which makes them perfect for when you're on the go.

The continual evolution of digital entertainment has given rise to a vibrant ecosystem within the UK’s online gaming sector. Among the numerous offerings available, slot sites have emerged as a particularly dynamic segment.

Their rapid development, driven by technological innovations and changing consumer preferences, demands not only an understanding of market trends but also careful attention to regulatory and business challenges. For UK entrepreneurs and business founders, exploring the factors that influence these platforms offers valuable insights into both consumer behavior and industry growth.

The Evolution of Online Slot Sites

From their humble beginnings as simple mechanical machines in casinos to the sophisticated online platforms of today, slot sites have undergone a remarkable transformation. Recent years have seen a surge in popularity as online gaming draws a diverse audience, eager for engaging and immersive experiences. Operators have been quick to adopt innovative technologies—from advanced graphics engines to secure payment systems—to tailor their offerings to an increasingly tech-savvy customer base.

A pivotal factor in this evolution is the emphasis on transparency and user feedback. Curated review systems and rating methodologies have emerged as essential tools for players aiming to make informed decisions. As the market matures, independent review platforms play an integral role in establishing trust and credibility. In this context, unbiased guides that compare platforms based on game variety, bonus offers, RTP percentages, and consumer protection measures are highly valuable.

Innovations in Slot Site Offerings

Technological advancements and customer-centric approaches have disproportionately shaped the online slots space. Modern slot sites leverage detailed analytics and interactive interfaces to ensure that players enjoy a seamless experience. The integration of mobile-friendly platforms and real-time gaming capabilities has further stimulated interest across a broader demographic. The rise in user-centric design not only enhances engagement but also streamlines the process of comparing various platforms.

Among the available resources, the site slot sites offers in-depth insights that detail the performance and reliability of numerous online gaming portals. These resources help players navigate the complexities of bonus terms, responsible gaming tools, and withdrawal policies. By focusing on transparency and verified customer feedback, these guides have become an indispensable resource in an industry that is constantly redefining its boundaries.

Furthermore, the drive toward personalized experiences has led operators to explore various themes and gaming styles—from traditional fruit machines to advanced video slots that incorporate cinematic storytelling. Such innovations are not only designed to entertain but also to appeal to a demographic that values diversity and quality in digital content. As market demands evolve, the range of slot offerings continues to expand, stimulating competition and encouraging further investment in technology.

Regulatory Influences and Consumer Protection

Amid rapid technological advancements, the regulatory environment surrounding online gaming remains critically important. Robust oversight by bodies such as the UK Gambling Commission plays a key role in ensuring that operators adhere to strict standards of fairness and security. Detailed data from the UK Gambling Commission’s Annual Report on Industry Statistics underscores the financial magnitude of the sector, noting that slots contribute significantly to the overall yield in the online gaming market. This level of activity not only reflects consumer enthusiasm but also prompts ongoing discussions around regulation and responsible gaming.

Simultaneously, recent reforms aimed at safeguarding players have introduced measures that balance market innovation with consumer welfare. The UK Government’s approach, as outlined in the UK Government Publication: High Stakes – Gambling Reform for the Digital Age, has redefined regulatory frameworks with the objective of enhancing consumer confidence. These initiatives include reinforcing stake limits and mandating clear communication of the risks involved in online gaming, an essential step given the sector’s rapid expansion.

Such regulatory measures are crucial in maintaining a level playing field where businesses can innovate while ensuring that consumer protection remains paramount. Transparent accreditation processes and regular compliance checks form the backbone of this effort, presenting a balanced model for industry growth that benefits both operators and players.

Business Insights and Future Trends

The intersection of technology, regulation, and consumer behavior creates a fertile ground for innovative business models within the online gaming sector. As slot games continue to evolve, careful analysis of market trends offers valuable lessons for business leaders. Adapting traditional business practices to incorporate digital analytics and real-time user feedback can significantly enhance operational efficiency and strategic planning.

For instance, companies are increasingly investing in data-driven insights to track consumer preferences and design more engaging product offerings. This approach not only improves customer retention but also streamlines the development process. In an era where visual consistency plays a pivotal role in brand perception, businesses can draw lessons from sites that maintain strong design integrity. An article discussing design strategies, how visual consistency creates brand trust in digital spaces, serves as a reminder of the impact that detailed, thoughtful design can have on consumer engagement.

Forward-looking trends suggest that the integration of artificial intelligence and green technology holds promise for further revolutionising slot site operations. AI-driven customer support and personalised gaming experiences can redefine user engagement, while sustainable practices in digital operations might soon become a competitive differentiator. With advancements in secure payment systems and fraud prevention technologies, businesses are better equipped to manage risk amid increasing digital transactions.

Industry analysts are also focusing on emerging consumer trends such as the shift to mobile gaming and the growing demand for instant-play formats. These developments not only create opportunities for enhanced monetisation but also mandate that operators frequently update their platforms to stay competitive. By continuously adapting to market needs, slot sites can secure a robust position within the broader online gaming ecosystem.

Strategies for Sustainable Growth

Sustainable growth in the online gaming sector is underpinned by a commitment to innovation, transparency, and customer-centric practices. Businesses that can effectively balance these elements are well poised to benefit from the sector’s lucrative prospects. Regular investment in technology upgrades and adherence to regulatory standards ensure that platforms remain resilient amidst rapid market shifts.

Additionally, strategic partnerships and collaborations have proven effective in driving growth. By forging alliances with technology providers, financial institutions, and regulatory bodies, operators can enhance their service offerings and reinforce consumer confidence. Continued collaboration with industry experts and sites that audit and review gaming portals reinforces best practices and contributes to a sustainable business model.

As competition intensifies, businesses will benefit from adopting a holistic strategy that integrates rigorous data analytics with creative content delivery. This dual approach not only drives operational efficiencies but also enables companies to offer a differentiated user experience. Maintaining an agile business model that is ready to capitalize on emerging trends will be crucial for long-term success in this rapidly evolving landscape.

Looking Ahead: Opportunities and Innovations

The future of online slot sites is poised for significant transformation, driven by technological breakthroughs and shifting consumer expectations. As operators refine their strategies and consumers become increasingly discerning, the market is expected to witness even greater diversification in product offerings. This period of transition will likely see the introduction of new gameplay mechanics, innovative bonus systems, and enhanced security protocols.

Additionally, the continued evolution of digital payment systems and blockchain technology may offer unprecedented levels of transparency and efficiency within the industry. Investors and business leaders alike should observe these trends closely, as they hold the potential to reshape risk profiles and open up new revenue streams. The balancing act between innovation and regulation will remain a central theme as the industry matures.

As slot sites continue to establish their value both as a source of entertainment and as a profitable business model, maintaining an informed perspective becomes imperative. For stakeholders, the ability to anticipate market movements, stay compliant with evolving regulatory requirements, and commit to technological innovation will determine success in an increasingly competitive arena. This market, rich with opportunity and fraught with challenges, serves as a compelling case study in how modern business environments can adapt and thrive.

In conclusion, the dynamic landscape of slot sites underscores the intersection of digital innovation, regulatory evolution, and strategic business planning. For those looking to invest in or better understand this segment, a comprehensive review of current market trends and regulatory shifts provides invaluable insights. As the industry continues to evolve, informed decision-making and a commitment to sustainable practices will remain key drivers for success.