Making the case for switching to page tagging
- Hi! I am researching options for website analyis for a site I'm working
on. We are currently using Urchin v5.7.03 using log file analysis (no
cookies, etc; using IP + User Agent as a tracking method). I want to
build a case to make the switch to page tagging and am now collecting
evidence that will help show that the benefits of a more accurate
solution will outweigh the cost and time of implementing the tags.
1) The site targets the Chinese market.
2) Most of the pages are .aspx with flash elements within the pages.
3) It is a marketing/business site business model, not online commerce.
Any thoughts? I know there are some accuracy issues with tracking flash
using log files but don't know them specifically. Thanks!
- Despite the prevailing industry spin about a "multiplier" Paul's
experience looks to us to be fairly typical. We (Semphonic) have
measured this effect repeatedely for clients and have found - not
surprisingly - a wide range of results. In every case, there has
been "incremental" lift (buying PPC ads didn't actually lose total
clicks). However, in most cases, far from being a multiplier the
client experienced at least some cannibalization of organic
listings. In other words, just as in Paul's experience, there was a
measurable (and in some cases quite large) decrease in organic
clicks. I've written about this several times including this DM News
marketing/35918.html and here http://www.adotas.com/2006/06/sem-
The bottom line is that while we have occasionally seen cases where
there is some multiplier effect (though nothing like the 6x
mentioned - the biggest jump we've ever actually measured was about
15%) it is much less common than cannibalization (which we've seen
top 50%). Because experience has been so varied I, like Paul, urge
you measure if for yourself. But whatever you do - don't simply
accept the fact that PPC will boost your organic click-through. This
myth has been repeated so often (not always without bad motive) that
even well-meaning practictioners have come to accept it as true. But
saying something over and over don't make it so!