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Preview: Opentracker - Website tracking, web statistics and website analysis.



Online advertising strategies

Wed, 05 May 2010 10:47:20 +0000

Step-by-step guide for taking PPC campaigns online

It's 10pm - Do you know where your ads are?
Get the most from PPC search engine vendors

In this article you will find a discussion of:

  1. Current online advertising choices and
  2. A cheat-sheet for taking a PPC campaign online

Specifically the following topics will be visited:

  • Recent developments in search engine advertising
  • Sponsored Search versus Content Network placement
  • Google, Bing, and Yahoo!
  • Terminology used by these ad systems
  • Cost and budgeting of PPC campaigns
  • Step-by-step guide for putting PPC online

Sponsored search vs. content networks

Q: Where do your ads appear?
A: You choose!

'With great power comes great responsibility' - from the first Spiderman comic book.
Search engines advertising technology puts control in the hands of advertisers. This also means the emergence of complex new advertiser choices.

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Using Statistics for Website Management

Mon, 26 Apr 2010 09:36:01 +0000

We wrote this article in response to a question about how to get the most out of an Opentracker 4 week trial.

How to get the most out of Opentracker

The question raised an interesting point: the purpose of a website tracking system. The point of using a visitor? tracking and website stats program is to aid in the process of website management and decision-making. A good web metrics program should help you to manage and make decisions on a daily basis.

Q: “So I've added my 4 week trial to our web store pages now how do I get the most out of it? Any help would be greatly appreciated.”

A: To get the most out of your trial, and out of a site statistics and tracking program, you need to ask questions. The answers will provide you with a plan of action for your website management and help you to make decisions. The process of asking and answering questions is valuable and informative.

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Traffic Conversion: Return on Investment (ROI)

Mon, 26 Apr 2010 09:37:00 +0000

What is a conversion rate and how to improve it

Summary overview

In this article, you will find information about:

  • What is a conversion rate?
  • How to improve your conversion rate
  • Conversion rates for pay-per-click (PPC) advertising
  • Conversion as a measurement of ROI
  • 'Desired actions' and 'shortened paths to actions'
  • Drop-off points and leaks

Return on Investment (ROI)

Just like a brick-and-mortar business, a website needs careful management to ensure commercial success. Content management decisions should be based on web metrics, not guesswork. Setting measurable business goals and monitoring progress will help you to build a website that generates revenue.

Your website conversion rate tells you how many of your visitors are being ‘converted’ from visitors into clients, customers, leads, or subscribers.

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Building Online Community

Mon, 26 Apr 2010 09:37:57 +0000

A How-to Guide: Using webstats to build online community

Build and measure community: Strategies to attract visitors
'Customer loyalty' - getting visitors to return
Target audience behavior: Understand your clients and community
Visualize your website as a store
Learn from traffic patterns
Content management based on traffic statistics

Building (and measuring) a community of visitors to your site

One secret of sites like Facebook, Amazon, ebay, Twitter, and Yahoo is 'customer loyalty', which means a community of returning visitors. These sites have generated trust.

To begin replicating this process for your own site, benchmark your traffic community based on the variables outlined below.

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Making stats work for you

Mon, 26 Apr 2010 09:39:23 +0000

Take-home message: generate traffic, see visitor? behavior, respond with improvement. Work flow: 1) Benchmark your stats, 2) implement change, 3) compare traffic over time

Strageties that work: how to apply statistics

Article Navigation

Executive summary: in a nutshell
General introduction: decision-making based on stats
Getting traffic to your site
Converting traffic: desired outcomes
Act on your stats: examine and improve flow

Executive summary

Put the information to use. Formulate a goal. For example, encourage visitors to stay longer by increasing overall site stickiness. Benchmark your statistics, implement your change and compare traffic over a given period.

This is the feedback process that we recommend:

  1. Study your statistics
  2. Formulate a strategy
  3. Implement your change
  4. Measure the effects of your change 
  5. Start again at step 1

The process is ongoing and continuous.

General introduction: making decisions based on stats

Understanding website traffic and visitor behavior is crucial to any goal-oriented or business website. Manage your website and make well-informed daily decisions based on the knowledge of who's visiting and what they are doing.

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Pay-per-click (PPC) advertising and campaign management

Mon, 26 Apr 2010 09:40:43 +0000

Overview of Pay-per-click (PPC) advertising and campaigns

Summarized overview Article Updated: May 2009 Questions and subjects discussed in this article:

  • definition: PPC advertising campaign
  • definition: impressions
  • PPC market leaders: what and where to buy
  • clickstream? analysis and keyword selection
  • cost-per-unit and what you should expect to pay
  • how to evaluate the traffic you purchase
  • the difference between quality and quantity
  • importance of conversion rate metrics

Pay-per-click advertising

Pay-per-click (PPC) advertising and campaigns are the primary way of advertising on the internet. As of May 2009, the three largest players in the market are Google, Yahoo, and Bing.

A PPC campaign lets you determine exactly who comes to your website. You only pay for clicks to your site; if a person clicks on a search engine result, link, or banner and lands on your site (aka PPP pay-for-performance advertising). If the person only sees your link, but does not click through, this is called an impression.

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Online Privacy Issues

Mon, 26 Apr 2010 09:42:25 +0000

Online Privacy and collecting personal data: an overview of javascript clickstream data collection.

Summarized overview

In this article you will find definitions of:

  • Anonymity
  • Merging clickstream data & personal information
  • Personal contact information
  • Personally identifiable information
  • 'Computer information'
  • Internet protocol (ip) addresses

In this article you will find discussion of:

  • Why we wrote this article
  • Collecting clickstream data
  • What is done with this data
  • Capturing email addresses
  • Tracking of individuals
  • The trade-off in privacy

Privacy issues

We receive many questions asking us about what tracking services can and can’t do, questions about ‘online profiling’, ‘digital blueprints’ and leaving a ‘data trail’. We have posted numerous articles on the site explaining what tracking services can do. In this article, we explain what tracking services, and Opentracker in particular, cannot do.

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How to write a website Privacy Policy

Mon, 26 Apr 2010 09:43:42 +0000

How to Write an Online Privacy Policy for your Website

Summarized overview

In this article you will find information about:

  • What a privacy policy is
  • Why you should have one
  • Guidelines for creating a policy
  • A sample privacy policy specific to setting cookies
  • Link to an automated policy generator

a Privacy policy is

A privacy policy is a document telling visitors to your site what information you collect and what you do with that information.  Very simply: it is a short explanation of what you are doing to observe visitors to your website.

read more and p3p standard privacy policies

Mon, 26 Apr 2010 09:44:38 +0000

Summarized overview

In this article you will find information about:

  • how IE accepts / rejects cookies of sites you visit
  • p3p Standard Privacy Policies

p3p Standard Privacy policies created by and implemented by Internet Explorer

p3p is: Platform for Privacy Preferences Project (p3p)

In some instances cookies will not be accepted unless a p3p technical document is provided. The document explains what the cookie is meant to do. Based on security protocols;

  1. the intention of the cookie and
  2. user privacy setting, 

Based on these security protocols cookies are accepted or rejected.

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Why do I need a website tracker?

Mon, 26 Apr 2010 09:47:33 +0000

The most important reason to install a tracker on your website is so that you do not have to guess what is happening on your site and how your visitors behave.


A good tracker will show you, to the click, exactly what happens on your site.

A tracking system can provide you with unique visitor numbers and much more detailed forms of information, such as individual clickstreams and search terms.

A tracking system goes a step beyond hit counters. A tracking system will also eliminate the large amounts of man-hours necessary to generate and interpret log files.

Tracking systems are a new breed of technology, designed to make website statistics easily accessible. The goal is to effortlessly generate traffic reports.

Example 1

Did a specific company visit your site?: drill down to the individual. You sent an email to a company and want to see if anybody from that company looked at your website. You can see a list of all visitors from that company, and view their clickstreams through your site. With our Location reports, you can check to see all the companies, universities, and organizations from where you were visited. You can also see all the ISPs, cities, ZIP codes, area codes, and DMA zones of origin.

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