Wednesday, September 3, 2008

Why digital ad servers should not be used to track DRTV?

A few weeks ago, I had a post which talked about using Doubleclick or any other ad server tags to track visits to the DRTV page. However, there are a few drawbacks to that:

  • The DRTV landing page might get picked up with search engines like Google, Yahoo! etc and consumer would start to get to that page showing more visits to that page thus inflating your data
  • The DRTV landing page would have links from the main website and consumers which get to that page showing more visits and this inflating your data

It is hard to completely isolate a page on your website, thus it would be really hard to measure the affect of DRTV using Digital ad servers.

One of the best ways to track DRTV is the traditional call volume and then tracking the number of orders or completed actions from the call centers.

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