Measuring Online Ad Effectiveness
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“Google is the latest Internet company to make good on the promise. A new feature allows advertisers to copy a string of software code from Google’s Web site onto pages of their own sites. When users click on the advertiser’s link from Google’s Web site, Google follows the user’s progress. Like other companies, Google does not collect personally identifiable information on the user.
Advertisers can log on to Google to view graphs showing how many visitors bought an item, signed up for an e-mail message or sought other information deemed significant. Armed with that information, marketers can determine if their ads are worth the expense.” From NYTimes.com (free registration required; free content available only a short time.)
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