NONE: Re: ONLINE-ADS>> Logging/Tracking Referring URLs
Re: ONLINE-ADS>> Logging/Tracking Referring URLs
Ryan Scott (rscott_at_netcreations.com)
Sat, 2 Aug 1997 17:24:47 +0000
> If you're like us, you're also frustrated that a large percentage of
> page requests have no referring URLs. There are solutions for tracking
> paid banner insertions (CGI-based, etc.), but for all those other
> visits, it's a problem.
<snip>
>
> Do others have this problem? Does anyone have an explanation? We've
> gone all the way into the guts of our (CERN) server software, watching
> what comes in from the browser, what gets written to the logs, and
> how, and we haven't found a consistent pattern.
>
> This is just one example of how this "most measurable advertising
> medium ever" is not really so easy to measure....
what you say is true..
We're developing a solution to this problem. The goal with logging
referrers is to tell how effective your advertising is, what your ad
dollars are turning into. As you note, its primitive and limited.
Stats programs/log file processing routines are not really set up to
correlate a particular advertising campaign with measurable results
(I'm talking about signups and sales vs mere visits). And each place
you buy banners might have a different format for their charting, not
to mention if you do direct email which is currently tracked no where.
What we've developed is a method where you track a desired result (a
particular download/pageview/sale) all the way back to the site who
brought the visitor to you. It doesn't require cgi capabilities, so
the marketing department can handle it without getting the MIS
department involved. With a wee bit of co-operation from your MIS
people, you can track not only number of sales, for example, but actual
dollar amounts.
The end result of all this is that you can generate reports showing you
exactly how many DOLLARS you received as a result of any particular
ad placement. If you supply the dollars you spent on a particular ad
spot, it can compute dollars per visitor and dollars per sale...
profitability, etc. It really helps you figure out where to send
future dollars.
Sorry to be a tease, but its not available just yet. If you are
interested in this, reply and I'll put you on a private list so you can
find out about it when its ready.
______________________________________________________________________
Ryan Scott - rscott_at_netcreations.com - 718 522 1531
- Reinventing Direct Marketing on the Net -
NetCreations, Inc - http://www.netcreations.com/
- Targeted 100% OPT IN Email -
PostMaster Direct Response - http://www.postmasterdirect.com/
*be sure to quote me in your reply*
----------------------------------------------------------------------
This week's Online Advertising Discussion List sponsor:
xe-a*dsCUTfq/twTHROUGHsh#aioTHEor!sa_at_wCLUTTERagn+se
CUT THROUGH THE CLUTTER
http://www.geocities.com/mediakit/
-----------------------------------------------------------------------
Online Advertising Discussion List To Unsubscribe send UNSUBSCRIBE
http://www.o-a.com/ to online-ads-request_at_o-a.com
