Measuring the effectiveness of your online advertising campaigns goes beyond looking at just the conversion. It is important to know when and why a customer decided to make a purchase or not.
In a recent article Converting Clickers To Customers on Forbes.com, they discuss the value of tracking online viewing statistics, not just click-through rates. The premise is that in using the right tracking software, advertisers can actually track sales back to where a consumer viewed an ad, even if they didn’t click on it. This has several implications, not the least of which is that you could actually attach hard revenue numbers to building brand awareness.
While it may not be for everyone (costs range from $7,500-$20,000 per year) this technology reinforces the power of technology to provide solutions and tools for online marketers that are simply not possible in traditional advertising mediums.
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