Marketers given tips on monitoring online campaign success

25/07/2008

It is important for online marketers to take steps to measure the effectiveness of their internet advertising campaigns, it has been reported.

MarketingSherpa's Search Marketing Benchmark Guide advised that although tracking success starts with monitoring click rates, these "alone don't tell you the real story".

As such, search engine marketers were advised to consider factors such as where internet traffic came from and what visitors do on a site when judging the success of a campaign.

Among the metrics a number of internet advertising experts claimed should be considered with click path analysis - measuring the browsing behaviour of consumers - and the total revenue a visitor to a site brings.

Measuring bounce rate to track the number of visitors who either only visit a site for a few seconds or only stay on one page was also advised.

In other news Emily Bell, director of digital content for Guardian News and Media, claimed that although tracking the number of unique visitors is useful publishers are concentrating more on measuring engagement levels internet visitors have with a site.