Ad and Web Analytics allows you to go further than basic ad or page tracking to close the marketing loop. Rather than simply counting the clicks of an AFP ad, ad analytics allows CPM to track what the people who click on AFP’s ad or keyword do on the site AFTER the click. This allows optimization based on the key performance indicators of AFP’s site (i.e. contributions, sign-ups, email addresses) rather than merely the percentage of clicks an ad receives.
Also, rather than merely tracking the hits on AFP’s website, web analytics allows CPM to separate and analyze various populations, determine their interests, and follow them through to various key performance indicators (conversion, donations, etc). Using information from either Ad and/or Web Analytics, informed optimization and structured testing may be made based upon the campaign's Key Performance Indicators (KPI).
