Ultimately, marketers can boost ROI by increasing spending on the best combinations and eliminating poor performers. Some systems can even track users who see an ad, do not click on it right away but come to the site at a later date, providing information about the total effectiveness of online advertising. Such systems also can capture information about people who see an ad and come to your site the next day. There are many ways to set up a closed-loop marketing system. Review your options with your Web development and marketing teams and your online ad agency.
Many ad agencies offer complete solutions to their clients.
And they're often responsible for analyzing data and optimizing advertising. The metrics you select should be consistent with your business goals. For example, if your top goal is revenue, then purchase metrics such as number of orders, size of orders, and number of items purchased would be reasonable things to measure. If your site is ad-supported, page views might be a more appropriate statistic. If you solicit memberships you might want to measure registrations.