 |
| tracking |
tracking
The trackability of online advertising is what makes it so superior to pasting pictures around town in a bid to boost your brand. Not only can an advertiser tell how many times an advert was seen (impressions), but also how many times the advert was successful in sending visitors to the advertised web site (clicks). And, as discussed in the chapter on conversion optimisation, the tracking needs to continue on the web site to determine how successful the advert has been in creating more revenue for that web site (conversions).
As well as tracking adverts being served and clicked on, advertising networks can also provide information about the people who saw the advert as well as those who acted on it. Here is some of the information that can be provided:
Connection type
Browser
Operating System
Time of day
ISP
Many ad servers will set a cookie on impression of an advert, not only on click through, so it is possible to track latent conversions (within the cookie period).
And the best thing? Using this information, the advertising networks can target the display of advertising, helping advertisers to optimise campaigns and get the most from the advertising spend.
The trackability of online advertising is what makes it so superior to pasting pictures around town in a bid to boost your brand. Not only can an advertiser tell how many times an advert was seen (impressions), but also how many times the advert was successful in sending visitors to the advertised web site (clicks). And, as discussed in the chapter on conversion optimisation, the tracking needs to continue on the web site to determine how successful the advert has been in creating more revenue for that web site (conversions).
As well as tracking adverts being served and clicked on, advertising networks can also provide information about the people who saw the advert as well as those who acted on it. Here is some of the information that can be provided:
Connection type
Browser
Operating System
Time of day
ISP
Many ad servers will set a cookie on impression of an advert, not only on click through, so it is possible to track latent conversions (within the cookie period).
And the best thing? Using this information, the advertising networks can target the display of advertising, helping advertisers to optimise campaigns and get the most from the advertising spend.
