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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:   NeilWarren:   view profile | all posts by this author | add to favourites
Date:   10:54:12 11 July 2008
 
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 extension of Google Analytics to measure impressions and clicks, precisely because reconciling WebTrends numbers with anyone else's was a nightmare. The scary stat I saw that prompted this was that 75% of all web traffic, PPC, SEO, banners, whatever "bounces" - and Bounce Rate is a feature of Google Analytics. I later learned that it includes not just these 30% or so that last 00:00 secs on a page but anyone who leaves from the page they arrived on, be that 00:01 or 10:00 secs/mins later. Some of the experts in this forum might be familiar with this, but I reckon 90% of those spending their $billions online are not - and it would definitely become a factor in any comparable marketing spend where you actually pay for a "result" that really isn't - as in PPC/AdWords.
 
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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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