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The Scoop Blog
If you're in a position to buy advertising space in the online media, here's something you might not have known about Web statistics. Many of the more established print publications have their circulation numbers audited by a third party, but online that's not often the case. Most marketers are left trusting the numbers provided by the publisher and that could easily be falsified. Any online media worth their salt, would have two types of web statistic tracking systems. A web server log analyzer and a page tagging web statistic system. Page Tagging Very simply, page tagging is the real numbers you want to see. It works by having a little JavaScript code attached to the page which counts "1" everytime a real person loads the page in a browser. If the page doesn't load, say from a search engine bot visit or hacker scripted attacks, it doesn't count. So these are as pure the numbers you can get. We, at Scoopasia, use a third party to monitor our stats, Google Analytics. We can't, even if we wanted to, serve up mock results because we don't control the counting that goes on at the Google Servers. And we encourage all publishers to do the same, maybe with more professional services like WebTrends (but not their web log analyzer). Web Server Log Analyzers These are not evil programs, but they are meant for technical and internal use only. What this counts is practically everything that makes a request from the web server. Numbers given out on these log analyzers are often inflated (I've seen 5X inflation before). Why is that so? Because... - It counts everything from search engine bots to hacker attacks. - Users behind proxies which use random/dynamic IP addresses count as additional visits. - Failed attempts and automatic reconnects are also counted. Lots of web sites have Web server log analyzers such as Webalizer and AWStats because they are free (open source) and usually come stock with any Linux web hosting plan. Buying Ads I know there are publishers out there who, knowingly or not, report their inflated figures to the market in hopes of winning the ad budget. As a marketer, you should always only pay for ads by CPMs or click-throughs. The Web, of all places, is the one medium you can track movement down to the very hit. So take full advantage of that and make every impression or click count. Please don't fall for those run-of-site type ads that don't yield measurable returns. For all you know, you're getting 5X less eyeballs than you think you're getting. By Benjamin Koe on Monday, 10 July 2006 at 12:10 AM Post a Comment |
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