What is web analytics?
Search engine marketing is quickly surpassing traditional advertising channels as the most popular medium due not only to the increasing prevalence of the Internet, but also to its unique ability of providing instant and accurate feedback on campaign performance. You can guesstimate how many potential customers will view a television spot or read a newspaper advertisement, but you have no way of knowing the exact audience size, let alone the duration of exposure or viewer demographics. Search engine marketing is able to provide these highly-advantageous performance metrics through web analytics.
Web analytics is an advanced technology system that allows one to track almost any activity on a website, revealing user behavior, page strengths and weaknesses, potential click fraud and numerous other key performance indicators (KPIs). Through the implementation of web analytics, you are armed with actionable data that will aid in increasing conversion rates and maximizing ROI. Web analytics allows you to monitor trends and make changes accordingly.
 Vivid, color-coded funnel report displaying multiple setsof page groups at one particular stage. Funnel reports are flexible and accurate; you can assign your own parameters for displaying data.
KPIs revealed by web analytics:
- Number of visitors
- Visitors as percentages
- Total cost
- Cost per visitor
- Number of purchases
- Total revenue
- Revenue per visitor
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- Conversion rate
- Return on ad spend
- Cost per order
- Average time on site
- Short visits
- Page views per visitor
- Total page views
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Why use Location3 Media’s web analytics package?
Location3 Media has partnered with ClickTracks to deliver the most accurate and easily-accessible data available from a web analytics platform. ClickTracks offers robust tracking and reporting capabilities above-and-beyond those found with other providers. ClickTracks system is also simpler to implement, navigate, manipulate and comprehend.
The ease involved with the ClickTracks software allows us to spend less time pulling data from various sources, compiling that data into easy-to-understand reports and handling technical system issues, and more time analyzing data and crafting creative solutions. The ClickTracks software is a supplemental advantage to Media Agent, our proprietary suite of tracking and reporting tools. The two systems work together to provide insight into nearly any detail you would like to know about visitors and campaign performance.
Location3 Media Web Analytics Team
Our web analytics program is spearheaded by Samantha Pope, vice president of Location3 Media, an active member of the Web Analytics Association (WAA) Standards council and Direct Marketing Association (DMA) Analytics Association. Pope oversees the campaign management team, all experienced in proper implementation and use of web analytics.
Real-time navigation report revealing how visitors interacted with our SearchAdNetwork site. Navigation reports place metrics directly on top of your site, allowing you to view details instantly and coherently. A March 2007 survey by Web Analytics Demystified revealed that only 15% of companies integrate web analytics data into their decision making process. And it’s no wonder—the majority of companies confessed that they do not even understand this data. Through our use of ClickTracks and Media Agent, we not only provide you with compelling data, we also analyze that data and determine ways in which you may improve your site, visitor experience and ROI.
We know that you’re busy putting out fires elsewhere; we provide actionable data and pave the way for you to make changes. Essentially, we help to make your job easier. Whether you’re a marketing manager or website designer, we’ll assist you in answering those frustrating questions: Was the most recent campaign successful? How are we being located by our best customers? Did the new landing page layout perform well?
We’ve covered the licensing fee; your only concern is a nominal management fee. And that fee will seem even less significant when you see (literally—by any graph, image or comparison means you prefer!) your maximized conversion rates and ROI.
Benefits of relying on Location3 Media for web analytics
- Advanced visitor tracking
- Click fraud monitoring
- Exposure of visitor action and inaction
- Exposure of visitor behavior
- Exposure of visitor segmentation
- Exposure of strong/weak pages
- Exposure of most popular products/services
- A/B or multivariate testing
- Funnel reports showing visitor progression through site
- Identification of returning visitors
- Knowledge of search engine spider recency, depth and frequency
- “What’s Changed” reports warning of unusual activity
- No structural site changes required
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