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why are arrival rates from online ads so low?

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Subject:  why are arrival rates from online ads so low?
Author:   DaveSmith:   view profile | all posts by this author | add to favourites
Date:   15:06:44 9 July 2008
 
Daniel covered some great points, what type of analytics solution are you using, is it tracking url referrer or is it a 1x1 pixel? If it's a pixel, make sure it is as high up the page as you can get it.

Also would be worth doublechecking the implementation and that the url's are pointing to the right destinations. When tracking across multiple channels this can slip on one channel from time to time.

Dave

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hi, Lazar, how are you?

That does seem very low. Here are a few possibilities & things to check:

  • Page load time may be slow - this will always result in drop-outs, especially if your tracking code is at the end of the page
  • Javascript tracking - you'll lose some amount due to that. Easy check is to compare your javascript numbers against your server logs.
  • Visitors have your tracking company blocked. Admittedly a small amount, but there are tools out there (& other simple methods) for blocking google analytics, coremetrics, omniture, etc.
  • Accidental ad clicks. I have an annoying habit of clicking my mouse round & about on pages. Occasionally I accidentally hit an ad, realise, & hit stop before the page loads completely.
  • Fraud. Are these false clicks coming from the same sites?
Of all of those it's likely to be the first: If someone stops the page before your analytics code fires, it will show as a click, but not a visit/page load.



I hope that's useful,

daniel

 
 
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  • why are arrival rates from online ads so low?, lazar , 8 Jul 12:38
    Can anyone explain that mystery to me: several of my clients have arrival rates from the online ads we've produced for them in the range of 65-70%. I personally find that shocking: ...
    • why are arrival rates from online ads so low?, danielb, 8 Jul 21:08
      hi, Lazar, how are you? That does seem very low. Here are a few possibilities & things to check: - Page load time may be slow - this will always result in drop-outs, especial ...
      • why are arrival rates from online ads so low?, lazar , 9 Jul 09:10
        Daniel, you're a star! Many thanks mate, this really helped, I know exactly what to beat the media agency (and the client) with now! :) Much appreciated and all the best. ...
    • why are arrival rates from online ads so low?, DaveSmith, 9 Jul 15:06
      Daniel covered some great points, what type of analytics solution are you using, is it tracking url referrer or is it a 1x1 pixel? If it's a pixel, make sure it is as high up the p ...
      • why are arrival rates from online ads so low?, lazar , 9 Jul 16:12
        Many thanks Dave, the URLs are definitely right, but it could be the server speed issue, as the pages seem to be loading too slow (the pages themselves are simple, so thye are u ...
        • why are arrival rates from online ads so low?, DaveSmith, 11 Jul 09:09
          Hi Lazar Putting the tag at the bottom of the page is always risky. On one side you want to know how many people clicked and 'landed', and on the other you want to know how many ...
          • why are arrival rates from online ads so low?, NeilWarren, 11 Jul 10:54
            This is very interesting, particularly since it would appear to be a universal problem. We publish a B2B site carrying lots of banner ads, and are just switching to using an extens ...
          • why are arrival rates from online ads so low?, lazar , 11 Jul 12:57
            Yes, it seems that we have uncovered a very neglected area of evaluating online marketing campaigns! Dave, the two-tag suggestion is great one and certainly something I will rec ...
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