Re: ONLINE-ADS>> Is there an inexpensive way to spot inflat

Steven Heath (Steven_Heath_at_grey.net)
Mon, 23 Feb 1998 09:56:40 -0700

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> 1. We do a simple match-back from our server hit logs to validate
> clickthroughs. We almost always find that the clickthroughs reported by
> sites on which we advertise are *higher* than our referrer logs tell us.
> So, we may have a report from our ad site saying that 100 people clicked
> on our ad in a given week. But, our referrer logs say only 45 people came
> to the site from that referring URL. When this happens, we have a
> discussion to make sure there is no hanky panky or technical problems.
> Ideally, these two stats should match to a T; practically, if we can get
> within 20%, I am usually happy.

Hmm, if your referrer logged match what the website said I would be very
surpised for two reasons.

First the minor of the two:

User clicks on website ad, it 'counts' as a click on the site but before
the connection has even been made to your site they abort, leave or
otherwise never arrive.

Bigger reason.

Referrer log is far from perfect. Upwards of 50% of site traffic will not
'inform' the webite about this header. Often proxy servers strip this out
and also firewalls.Therefore you will have referral flagged as 'unkown'
when in fact they did come from an ad or another site to get to you. It is
just not recorded

Note, many people on this list can discuss this to a much greater degree
than I (folks, correct me if I am wrong :-)

Therefore, using referrer log to 'audit' a banner ad program is not the
best way, it may give an indication of a clickthru audit but it would be
better to sue a 3rd party review of the orginial site if you wanted this
comfort.

Steven Heath
General Manager - Western Division
GreyInteractive Canada

Phone: (604) 687-1001 Email: Steven_Heath_at_grey.net
Web: http://www.grey.net

Canada's only complete Interactive Marketing Agency

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