Accuracy is Key!

As much as we trust and rely on measuring tools in the internet world, measuring their accuracy should not be overlooked.

Before applying significant changes to marketing plans based on results of measuring tools, imediaconnection.com reports utilizing two different measuring tools to compare results will help uncover discrepancies.

It is common to run into these inaccurate reports when you compare PPC campaign results against PPC engine reporting tools. iMEDIAconnection.com revealed why some of these differences exist:

--Metrics programs (not server logs) sometimes cookie people and count them when they revisit a page, but not via a Google ad.
--PPC programs sometimes put a time limit on counting visitors. In other words, the same computer clicking on the same ad in a matter of a few seconds may appear as one visit, not two. However, if the user revisits later in the day Google will count it as multiple users, where server logs may not.
--Server logs are sometimes not configured to capture all the information you need.

IMEDIA conducted their own test measuring between the tools from the PPC campaign and an affiliate tracking program. There was a 20 percent difference between the two.

To prevent making decisions based on faulty results, use multiple tracking tools to uncover and settle differences between the two. The marketing decisions made after taking these precautions will be trustworthy.