Online advertising yields advanced tracking capabilities and vast amounts of user-specific data, something traditional advertising lacks. Tracking technology and the methods used to buy and sell ads have advanced considerably in recent years, but the flawed metrics of the past, such as click-through rate, are still often relied upon. The development of free and user-friendly web analytics software offers new possibilities for monitoring the effect digital campaigns have on user behavior. This paper uses observational data from a small U.S. advertiser to compare campaign statistics with analytics data from the advertiser’s website in an effort to find new possibilities for measuring digital advertising campaigns.
