Tracking & Analytics

This is perhaps one of the most famous quotes in the advertising industry. Regrettably, despite improvements in technology, research gathering, and data processing, measuring concepts like brand awareness and return on advertising remain extremely challenging. Mr. Wanamaker, however, would probably be elated with today's web analytics programs.

While they may not be able to ensure that all advertising is effective, web analytics have improved to the point that they can quickly help you determine goal conversions by keyword, search engine and referral as well as how visitors navigated through your site, where they left, and what they clicked on most.

Good data is essential to making intelligent marketing decisions and the analytics provides this data. By monitoring site and visitor activity and applying tracking URLs to all of your PPC listings and other advertisements, we can:

• Determine which keywords generate the most traffic, the most leads, and the best return.
• Measure the ROI for all of one's online advertising by viewing the number of visitors and conversions it generates.
• Learn which sources generate the most sales or leads.
• Track conversion rates by keyword, referrer, organic vs. paid.
• A/B test different advertising campaigns.
• Quickly monitor changes in a campaign.
• Protect PPC campaigns against click fraud.
• Minimize costs related to ineffective advertisements, keywords, or traffic sources.

What's most important is that this information can be gathered with a minimal up front investment and almost no ongoing costs. Because of this, even advertisers with extremely limited budgets can enjoy the benefits that today's web analytic programs provide.

ECommerce Positioning uses a variety of analytic tools depending on the complexity of the site, the SEM program, and the budget of the client.