NONE: RE: ONLINE-ADS>>Seeking Insight re Discrepancies in Traffic
RE: ONLINE-ADS>>Seeking Insight re Discrepancies in Traffic
Jim Meskauskas (Jim_at_HAWKMEDIA.com)
Mon, 9 Feb 1998 11:07:36 -0800
Margaret wrote:
>I am more interested to know what could account for the difference in
>traffic as monitored by the Advertising site as compared with my own
>server's statslog. A difference of 48 clicks-through is about 10% and
>appears to be too much as it effectively raises the CTR paid.
>
>Would deeply appreciate learning from those who had bought click-
>through advertising what percentage of discrepancy do they usually
>experience between what is reported by the click-through advertising
>site versus their own server's statslog.
I used to experience this all the time with clients that could provide
me with back-end tracking. The average discrepancy between site
reported clicks and client reported visits averaged about 20%. The
reasons for this could be many, but I figure it's primarily due to 2
things: newbies "double clicking" a banner [the site will report 2
clicks to the client's one visit], and interrupted transfers [a visitor
clicks on a banner, but the page is taking forever to download, or the
visitor clicked by accident, and so the transfer is interrupted and the
individual never lands on your site]. If you do a cost per click deal,
it's usually best to base it on client reported visits.
~~~~~~~~~~
Jim Meskauskas
Media Planner
Hawk Media
731 Sansome St., 5th Fl
San Francisco, CA 94111
415-777-4645
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