RE: reports from sites vs. log analysis
BRYCE ISHAM WROTE:
>In the recent past, we have bought banner advertising on
>magazine web sites. I have found that the number of weekly
>click-throughs these web sites report to us is always twice
>the number of click-throughs (top referring sites/top
>referring URLs) that our WebTrends log analysis reports
>show....Could anyone offer insight into why this is so?
I too have been intrigued by this and came to the following
conclusion. I conducted some testing, setting up different
pages for each banner that was placed on a different site.
In each instance the clickthrus being reported by the third
party site were higher than the number of visits showing in
my traffic analysis software.
I concluded that those clicking on my banners were only
being counted as visitors to my site if they stayed long
enough for the entire page to download. It appears a
significant proportion of people were 'backing out' before
they could be counted - perhaps connections were too slow,
the page needed further optimisation or they just plain
changed their minds.
Ambiguous marketing messages may be a contributing factor.
Users may be lured by a banner, only to find out it takes
them to a place they didn't really want to go!
I'd be interested to hear the thoughts/experiences of
others.
Polly Foote
Marketing Consultant
Clearview Communications
www.clearview.co.nz
polly_at_clearview.co.nz
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Received on Mon Jul 26 1999 - 17:19:07 CDT
