Some analytics programs can
automatically report their metrics based on the analysis described on page
two. For instance, both the eBusiness and Enterprise versions of
Conversion Analyst have a default report type called "Intelligent" that can
measure and report your metrics even when visitors delete their cookies.
By looking back through your historical
analytics,
Conversion Analyst ensures that your campaigns receive full credit for their sales
by following these rules:
The current visit is attributed to the source that generated it, regardless of its history, unless there is not
a specific campaign source for this visit;
Then, if the visit was as a result of direct access or bookmark, or via organic search, the visit is attributed
to the source that generated the first visit.
Along with campaign source, Conversion Analyst also
will apply the above rules to the following data types:
Referring Domain
Referring URL
Search Engines
Search Listings
Search Phrases
Applying the rules above ensures that the reporting for all of our key
performance indicators is corrected for those visitors who deleted their
cookies.
The Bottom Line
Whether your analytics solution reports "Intelligently" or you setup your own in-house data comparison program, it's vital to ensure that you have systems in place to measure and attribute your visitor behavior and sales activity to the proper source. As
an increasing number of users regularly remove their cookies, any lack of
"Intelligent" reporting will surely lead you down a path to
un-intelligent decision making.
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