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3. Online Marketing Measurement > 51. Calculate Click-to-Visit Drop-off

Calculate Click-to-Visit Drop-off

Some advertising systems may report far more clicks than ever reach your web site, a frustrating proposition for anyone paying for clicks. Learn where those clicks might be going and how to bring them back.

A common challenge in Internet marketing is reconciling differences in reported numbers from system to system. This becomes especially obvious when you’re trying to compare a system that measures “clicks”—such as Google and Overture—with a system that is designed to measure “responses.” The essence of the problem is that Google will report that you had 1,000 clicks during a month, while your web measurement system reports only 750 paid visits from Google. The question then becomes “Where did they other 250 clicks go?”


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