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if all web visitors were to have a login account in order to view your website, this issue could be overcome.
accuracy-whitepaper - es6.mike@gmail.com - Your Highlight Location 428-428 | Added on Tuesday, 26 February 13 00:12:02
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1. Be sure to select a tool that uses first-party cookies for data collection. 2. Don?t confuse visitor identifiers. For example, if first-party cookies are deleted, do not resort to using IP address information. It is better simply to ignore that visitor. 3. Remove or report separately all non-human activity from your data reports, such as robots and server-performance monitors. 4. Track everything. Don?t limit tracking to landing pages. Track your entire website?s activity, including file downloads, internal search terms, and outbound links. 5. Regularly audit your website for page tag completeness (at least monthly for large websites). Sometimes site content changes result in tags being corrupted, deleted, or simply forgotten. 6. Display a clear and easy-to-read privacy policy (required by law in the European union). This establishes trust with your visitors because they better understand how they?re being tracked and are less likely to delete cookies. 7. Avoid making judgments on data that is less than 24 hours old, because it?s often the most inaccurate. 8. Test redirection URLs to guarantee that they maintain tracking parameters. 9. Ensure that all paid online campaigns use tracking URLs to differentiate from non-paid sources. 10. Use visit metrics in preference to unique visitor metrics because the latter are highly inaccurate.
accuracy-whitepaper - es6.mike@gmail.com - Your Highlight Location 416-425 | Added on Tuesday, 26 February 13 00:10:05
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Ten Recommendations For Enhancing Accuracy
accuracy-whitepaper - es6.mike@gmail.com - Your Highlight Location 410-411 | Added on Tuesday, 26 February 13 00:09:53
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these errors are so large that the metric becomes meaningless and should be avoided where possible in favor of more accurate ?visit? data. That said, if you must use unique visitors as a key metric, ensure the emphasis is on the trend, not the absolute number.
accuracy-whitepaper - es6.mike@gmail.com - Your Highlight Location 407-409 | Added on Tuesday, 26 February 13 00:07:50
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browsers make it very easy these days for cookies to be removed?see the new ?incognito? features of the latest Firefox, Chrome, and Internet Explorer browsers.
accuracy-whitepaper - es6.mike@gmail.com - Your Highlight Location 406-407 | Added on Tuesday, 26 February 13 00:07:35
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cookies get lost, blocked, and deleted?nearly one-third of tracking cookies can be missing after a period of four weeks.
accuracy-whitepaper - es6.mike@gmail.com - Your Highlight Location 404-405 | Added on Tuesday, 26 February 13 00:07:21
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Note : From experience, the most common reasons for discrepancies between PPC vendor reports and web analytics tools arise from: ? Tracking URLs failing to distinguish paying and nonpaying visitors ? Slow page downloading ? Losing data via third-party ad-tracking redirects
accuracy-whitepaper - es6.mike@gmail.com - Your Highlight Location 383-386 | Added on Tuesday, 26 February 13 00:03:37
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If you are unsure of what to do, you can avoid the problem completely by using encoded landing-page URLs tracking system, as described www.w3schools.com/tags/ref_urlencode.asp. parameters, replace the within your third-party adat the following site:
accuracy-whitepaper - es6.mike@gmail.com - Your Highlight Location 381-383 | Added on Tuesday, 26 February 13 00:03:26
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Some third-party ad-tracking systems allow you to second ? with a # so the URL can be processed correctly.
accuracy-whitepaper - es6.mike@gmail.com - Your Highlight Location 380-381 | Added on Tuesday, 26 February 13 00:03:14
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Some third-party ad-tracking systems will detect this error and remove the second question mark and the following tracking leading to a loss of campaign data.
accuracy-whitepaper - es6.mike@gmail.com - Your Highlight Location 379-380 | Added on Tuesday, 26 February 13 00:03:06
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your landing page URL may look like this: http://www.mysite.com/?source=google&medium=ppc&ca mpaign=Jan10 When added to a third-party tracking system for redirection, it could look like this: http://www.redirect.com?http://www.mywebsite.com?s ource=google&medium=ppc&campaign=Jan10
accuracy-whitepaper - es6.mike@gmail.com - Your Highlight Location 375-378 | Added on Tuesday, 26 February 13 00:02:58
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Losing Tracking URLs Through Redirects Using third-party ad-tracking systems?such Search, Blue Streak, DoubleClick, Efficient Director?to track click-throughs to your website means your visitors are passed through redirection URLs. This results in the initial click being registered by your ad company, which then automatically redirects the visitor to your actual landing page. The purpose of this two-step hop is to allow the ad-tracking network to collect visitor statistics independently of your organization, typically for billing purposes. Because this process involves a short delay, it may prevent some visitors from landing on your page. The result can be a small loss of data and therefore failure to align data.
accuracy-whitepaper - es6.mike@gmail.com - Your Highlight Location 368-373 | Added on Tuesday, 26 February 13 00:02:33
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a visitor may click your ad several times (inadvertently or on purpose) within a short space of time. Google AdWords automatically investigates this influx and removes the additional click-throughs and charges from your account.
accuracy-whitepaper - es6.mike@gmail.com - Your Highlight Location 360-361 | Added on Tuesday, 26 February 13 00:01:00
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therefore, from a reporting point of view, the recommendation is to not compare AdWords visitor numbers for the current day. this recommendation holds true for all web analytics solutions and all PPc advertising networks.
accuracy-whitepaper - es6.mike@gmail.com - Your Highlight Location 357-359 | Added on Monday, 25 February 13 23:59:57
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Most web analytics tools measure visitors who can accept a cookie. Those are not always going to be the same thing when you consider the effects on your web analytics data of cookie blocking, Javascript errors, and visitors who simply navigate away from your landing page quickly?before the page tag collects its data. Because of this, web analytics tools tend to slightly underreport visits from PPC networks.
accuracy-whitepaper - es6.mike@gmail.com - Your Highlight Location 349-352 | Added on Monday, 25 February 13 23:59:16
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if your PPC landing pages are slow to download for whatever reason (server delays, page bloat, and so on), it is likely that visitors will click away, navigating to another page on your site or even to a different website, before the data-collection tag has had chance to load. the chance of this happening increases the longer the page load time is. the general rule of thumb for what constitutes a long page load is only two seconds (see www.akamai.com/html/about/press/releases/2009/press_091409.ht ml).
accuracy-whitepaper - es6.mike@gmail.com - Your Highlight Location 344-348 | Added on Monday, 25 February 13 23:59:00
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Tracking URLs: Missing Paid Search Click-throughs Tracking URLs are required in your PPC account setup in order to differentiate between a non-paid search engine visitor click-through and a paid click-through from the same referring domain ? Google.com or Yahoo.com, for example. Tracking URLs are simple modifications to your landing page URLs within your PPC account and are of the form www.mysite.com?source=adwords. Tracking URLs forgotten during setup, or sometimes simply assigned incorrectly can lead to such visits incorrectly assigned.
accuracy-whitepaper - es6.mike@gmail.com - Your Highlight Location 339-343 | Added on Monday, 25 February 13 23:58:46
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The reason some vendors prefer to ignore the last page is that it is considered the most inaccurate from a time point of view? perhaps the visitor was interrupted to run an errand or left their browser in its current state while working on something else. Many users behave in this way; that is, they complete their browsing task and simply leave their browser open on the last page while working in another application. A small number of pageviews of this type will disproportionately skew the time-on-site and timeon-page calculations; hence, most vendors avoid this issue.
accuracy-whitepaper - es6.mike@gmail.com - Your Highlight Location 315-318 | Added on Monday, 25 February 13 23:39:33
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How can the time on page be calculated for pageB if there is no following timestamp? Different vendors handle this in different ways. Some ignore the final pageview in the calculation; others use an onUnload event to add a timestamp should the visitor close their browser or go to a different website. Both are valid methods, although not every vendor uses the onUnload method.
accuracy-whitepaper - es6.mike@gmail.com - Your Highlight Location 312-315 | Added on Monday, 25 February 13 23:39:18
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Time Differences
accuracy-whitepaper - es6.mike@gmail.com - Your Highlight Location 309-309 | Added on Monday, 25 February 13 23:39:06
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Consider, for example, a page-level filter to exclude all error pages from your reports. Visit metrics such as time on site and page depth may or may not be adjusted for the filter depending on the vendor. This is because some vendors treat page-level metrics separately from visitor-level metrics.
accuracy-whitepaper - es6.mike@gmail.com - Your Highlight Location 307-309 | Added on Monday, 25 February 13 23:37:49
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Filters and Settings: Potential Obstacles
accuracy-whitepaper - es6.mike@gmail.com - Your Highlight Location 305-305 | Added on Monday, 25 February 13 23:37:45
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When you view a PDF file within your web browser, Adobe Reader can download the file one page at a time, as opposed to a full download. This results in a slightly different entry in your web server logfile, showing an HTTP status code 206 (partial file download). Logfile solutions can treat each of the 206 status code entries as individual pageviews. When all the pages of a PDF file are downloaded, a completed download is registered in your logfile with a final HTTP status code of 200 (download completed). Therefore, a logfile solution can report a completed 50-page PDF file as 1 download and 50 pageviews.
accuracy-whitepaper - es6.mike@gmail.com - Your Highlight Location 296-300 | Added on Monday, 25 February 13 23:35:50
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PDF files: A Special Consideration For page tag solutions, it is not the completed PDF download that is reported, but the fact that a visitor has clicked on a PDF file link.
accuracy-whitepaper - es6.mike@gmail.com - Your Highlight Location 292-293 | Added on Monday, 25 February 13 23:35:26
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Data Sampling
accuracy-whitepaper - es6.mike@gmail.com - Your Highlight Location 289-289 | Added on Monday, 25 February 13 23:35:18
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Page-tag Code Hijacking Depending on your vendor, your page tag code could be hijacked, copied, and executed on a different or unrelated website.
accuracy-whitepaper - es6.mike@gmail.com - Your Highlight Location 287-288 | Added on Monday, 25 February 13 23:35:05
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Comparing different vendors requires this action to be carried out several times with their specific codes (usually with Javascript). Take into consideration that whenever pages have to be coded, syntax errors are a possibility. If page updates occur frequently, consider regular website audits to validate your page tags.
accuracy-whitepaper - es6.mike@gmail.com - Your Highlight Location 276-278 | Added on Monday, 25 February 13 23:17:51
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Javascript errors on the same page will cause the browser scripting engine to stop at that point and prevent any Javascript below executing.
accuracy-whitepaper - es6.mike@gmail.com - Your Highlight Location 272-273 | Added on Monday, 25 February 13 23:17:31
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In addition, non-related Javascript placed at the top of the page can interfere with Javascript page tags that have been placed lower down.
accuracy-whitepaper - es6.mike@gmail.com - Your Highlight Location 269-270 | Added on Monday, 25 February 13 23:17:20
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whitepaper by revealed that Stone Temple Consulting conducted a similar study in 2007. Their results showed that the difference between a tracking tag placed at the top or bottom of a page accounted for a 4.3% difference in unique visitor traffic. This was attributed to the 1.4 second difference in executing the page tag.
accuracy-whitepaper - es6.mike@gmail.com - Your Highlight Location 267-269 | Added on Monday, 25 February 13 23:17:13
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Tag placement was investigated in a tagMan.com. Their study of latency approximately 10 percent of reported traffic is lost for every extra second a page takes to load. in addition, moving the Google Analytics page tag from the bottom of a page to the top increased the reported traffic by 20%.
accuracy-whitepaper - es6.mike@gmail.com - Your Highlight Location 265-267 | Added on Monday, 25 February 13 23:17:01
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Connecting offline purchases with online visitor behaviour is a longstanding enigma for web analytics tools. Currently, the best-practice way to overcome this limitation is to use online voucher schemes that visitors can print and take with them to claim a free gift, upgrade, or discount at your store. If you would prefer to receive your orders online, consider providing similar incentives, such as web-only pricing, free delivery if ordered online, and the like.
accuracy-whitepaper - es6.mike@gmail.com - Your Highlight Location 248-251 | Added on Monday, 25 February 13 23:15:41
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Higher-value items usually mean a longer consideration time before the visitor commits to becoming a customer. For example, in the travel and finance industries, the consideration time between the initial visit and the purchase can be as long as 90 days. During this time, there?s an increased risk of the user deleting cookies, reinstalling the browser, upgrading the operating system, buying a new computer, or dealing with a system crash. Any of these occurrences will result in users being seen as new visitors when they finally make their purchase. Offsite factors such as seasonality, adverse publicity, offline promotions, or published blog articles or comments can also affect latency.
accuracy-whitepaper - es6.mike@gmail.com - Your Highlight Location 241-245 | Added on Monday, 25 February 13 23:14:04
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the correction factor is a complicated function of cookie deletion, multiple computer use, and visitor return frequency. These factors will almost certainly be different for your specific website. Nonetheless, it is a useful rule-of-thumb guide.
accuracy-whitepaper - es6.mike@gmail.com - Your Highlight Location 239-240 | Added on Monday, 25 February 13 23:06:31
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when using a first-party cookie, a more precise unique visitor count is 0.83 multiplied by the reported value. Putting this into context, as part of the analysis, 30% of users who used more than one computer in a month to visit the forum were removed from the data prior to analysis. This indicates that multiple-device access happens more frequently than cookie deletion.
accuracy-whitepaper - es6.mike@gmail.com - Your Highlight Location 236-238 | Added on Monday, 25 February 13 23:06:03
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A specific example is Sun Microsystems Forums (http://forums.sun.com), a global community of developers with nearly 1 million contributors. A 2009 study by Paul Strupp and Garrett Clark, published at http://blogs.sun.com/pstrupp/, reveals some interesting data. When using third-party cookies: ? 78% is the correction factor for monthly unique users. ? 20% of users delete (more correctly defined as lose) their measurement cookie at least once per month. ? 5% of users block the third-party measurement cookie. When using first-party cookies: most low-value items are either instant purchases or are purchased within seven days of the initial website visit. With such a short time period between visitor arrival and purchase, your web analytics solution has the best possible chance of capturing all the visitor pageview and behaviour information and therefore reporting more accurate results. ? The correction factor improves to 83%. ? Percentage of users who delete their measurement cookie at least once per month decreases to 14%. ? Percentage of users who block the first-party measurement cookie drops to less than 1%. Note that this is a tech-savvy audience?those who can delete/block an individual cookie without a second thought.
accuracy-whitepaper - es6.mike@gmail.com - Your Highlight Location 225-235 | Added on Monday, 25 February 13 23:05:22
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Calculating a correction factor to account for your visitors either deleting or rejecting your web analytics cookies is quite straightforward. All you need is a website that requires a user login. That way you can count the number of unique login IDs and divide it by the number of unique users your web analytics tool reports. The result is a correction factor that can be applied to subsequent data (number of unique visitors, number of new visitors, or number of returning visitors).
accuracy-whitepaper - es6.mike@gmail.com - Your Highlight Location 210-214 | Added on Monday, 25 February 13 23:03:51
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Visitors are also becoming savvier and often delete cookies. independent surveys conducted by Belden Associates (2004), Jupiterresearch (2005), Nielsen//Netratings (2005) and comScore (2007) concluded that cookies are deleted by at least 30 percent of internet users in a month.
accuracy-whitepaper - es6.mike@gmail.com - Your Highlight Location 207-209 | Added on Monday, 25 February 13 23:03:33
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anecdotal evidence shows that first-party cookies are accepted by more than 95 percent of visitors.
accuracy-whitepaper - es6.mike@gmail.com - Your Highlight Location 206-207 | Added on Monday, 25 February 13 23:03:25
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A mobile web audience study by comScore back in January 2007 (www.comscore.com/press/release.asp?press=1432) showed that in the United States, 30 million (or 19%) of the 159 million U.S. Internet users accessed the Internet from a mobile device. At that time, the vast majority of mobile phones did not understand Javascript or cookies, and hence only logfile tools were able to track visitors who browsed using their mobile phones.
accuracy-whitepaper - es6.mike@gmail.com - Your Highlight Location 194-197 | Added on Monday, 25 February 13 23:02:55
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