QUARANTINE — "Interactive content drives 52.6% more engagement / 13 min vs 8.5 min" traces to a single Mediafly press release 2022; B2B sales-enablement decks, NOT marketing-website visitors

Quarantined claim: "Interactive content drives 52.6% more engagement / 13 min vs 8.5 min."

Provenance trail: PROVENANCE CONFIRMED — QUARANTINE. Traced to a single Mediafly press release (PR Newswire, Feb 23, 2022). Measured across 232,955 users in 99 Mediafly customer environments — i.e., B2B sales-enablement decks delivered through the vendor's own platform, NOT marketing-website visitors, using a vendor-defined "engagement" metric for the vendor's own product. Every 2024–2026 repetition traces back to this one release.

Reason for exclusion:

• Vendor self-measurement of its own product (Mediafly sells the platform that produces the metric).
• Non-website context — sales-enablement decks are not marketing-website visits.
• ~4 years stale.

Source: prnewswire.com (Mediafly release, Feb 23, 2022); cross-vendor repetition tracking, June 2026.

Confidence: Verified (the provenance trail; not the claim itself).

Why this matters for Candid: Do not cite this number in any client-facing material. When SEO vendors quote it, point at the actual source. The gap it leaves is real (GAP — no clean, current, primary dataset ties interactive features (calculators, booking, account state) specifically to conversion / retention for general SMB marketing websites) — the response is to argue Capability 2 — interactive functionality: the visitor supplies input and the site returns a computed or looked-up result (calculator, quote, search, booking, configurator) on mechanism grounds, not on this stat.