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3. Online Marketing Measurement > 3.1. Hacks 37–53: Introduction

Hacks 37–53: Introduction

One of the most immediate and practical things you can do with web measurement is understand and optimize your online marketing efforts. Assuming you’re doing something to attract visitors to your web site—buying keywords at Google, running banner ads on MSN, sending email, or including your URL in your yellow pages ad—even the most basic web measurement applications provide the necessary tools to quantify the effect of this advertising. More importantly, the best web measurement tools provide you the ability to tie acquired visitors to critical events like a purchase, a lead, or a download, so that you can analyze both the quantity and the quality of visitors you’re attracting.


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