A canonical url is an HTML element that helps prevent duplicate content issues in search engine optimization by specifying the "canonical" or "preferred" version of a web page. It can be found in the HTML content of a publisher story. EzyInsights uses the canonical url because it's the most widely agreed upon method (or standard) to identify duplicate content on the internet.

The canonical url is often not the same url that someone will see in their browser nor the url that is shared on social media.

If the canonical url for a story is changed (e.g. through the Agency’s Content Management System) then EzyInsights will be treat the article like it is a new story, since the url is different.

This is the reason why sometimes an article with the same browser url, will sometimes appear as a duplicate match.