Re: ONLINE-ADS>> Logging/Tracking Referring URLs

Danny Sullivan (danny_at_calafia.com)
Thu, 7 Aug 1997 01:30:52 0000

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> 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.
>
>Do others have this problem? Does anyone have an explanation?

Not every request from a web site has a referrer. Yes, all the
various technical reasons are part of the story. But I firmly believe
a lot of traffic remains from word of mouth, typed into the browser
directly.

For example, sometimes I'll see huge spikes -- significant changes
from the normal traffic -- but no good referrer clues. This is almost
certainly related to a mailing list mention. Usually, I may get of a
mention from someone or notice it later one. Sometimes you get good
clues.

For example, a Net Happenings mention will usually be accompanied by
web-based referrers related to the list's archives. But lots of list
don't have any web presence.

In fact, I can even make an argument that steady traffic without
corresponding referrers is a good thing. It may show that your site
is attracting a following independent of links. And that's a good
thing.

Another example to illustrate this. Yahoo has thousands of links
across the web. But imagine all those people who already know to type
http://yahoo.com/ into the address field. They aren't going to leave
a referrer trace behind -- but these people are valuable. They are a
measure of Yahoo's brand identity.

danny

-----------------------------------
Danny Sullivan, Search Engine Watch
http://searchenginewatch.com

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