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Yahoo!® Web Analytics: Tracking, Reporting, and Analyzing for Data-Driven Insights by Dennis R. Mortensen

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Chapter 3. Enterprise Campaign Tracking

This is one web analytics setup activity where good enough just isn't good enough. For you to truly gain a complete and fair picture of all your campaigns, you are forced to have every single activity measured, to the extent where no single visitor arrives at your website without you knowing from where, whether it was a paid-for campaign activity, what the impact was, and whether you could better allocate those resources.

Keep in mind that a campaign can be anything from a nationwide TV campaign with a unique vanity URL or something as simple as a link exchange with another site in your industry. Both are examples of activities that impact your online traffic acquisition, and both should be tracked as part ...

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