I would consider that question analogous to “Why is a ruler so important to a carpenter?” You might be able to eyeball four chair legs to within a centimeter without measuring them, and the chair will function. It may even temporarily hold you while it wobbles a little. However, after repeated use one of the legs is sure to come loose (Don’t you wish you took the extra time to measure what you were doing in the first place?). (more…)

For years, MSN adCenter tracking has been a bane to my existence. A large portion of that has been due to the gross inaccuracy of the numbers (somewhat improved with their spring update).  And a larger portion has been due to the fact that, even when we ignore the inaccuracy, we still have to deal with the fact that a very key metric is missing. Really MSN, you want us to run an eComm campaign without being able to report revenue? (more…)

A London-based new media marketing agency, has recently announced the launch of proprietary technology that enables marketers to track conversions and manage their advertising campaigns on Facebook. After receiving access to Facebook’s advertising platform, 77Agency worked alongside the social media giant to provide the new offering which adds another layer of value to one of the leading social networking sites. (more…)

Knowing the paths your Web site visitors are following on your site is invaluable. One can identify visitor navigational trends, what content is attracting the most attention and areas within your site that are lacking in visitor interest/traffic. Google Analytic’s site overlay feature tells you just this, giving you the power to understand how users are navigating your site. (more…)

Part of what makes Web sites so powerful is that they enable companies to track visitor usability. Thanks to analytics software, companies have the ability to determine popular pages and navigational paths within their site, which keywords are drawing the most traffic, which links receive the most click-throughs—and therefore which content is most relevant to users—and the point at which most visitors drop out of the conversion funnel. This knowledge provides incredible power to organizations. As an example, the ability to identify where users are dropping out of the conversion process (bouncing), react quickly and patch the leak can have huge impacts on the bottom line. (more…)