2Cooleys Ad Metrics Control Panel

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The 2Cooleys Ad Metrics tracking system is extremely feature rich. If you ever bought a banner ad, had a user name/password for logging into a panel showing how many views (impressions) and clicks your ad has had, you have experienced the basics of our control panel. But the 2Cooleys system is far more extensive. This extensive ad traffic reporting system gives you extremely useful information about your online advertising. You need these metrics to fine tune and test ad response. The best part is it is not complicated.

Partial List Of Features
View & Click Counts

Geographical Metrics
Technical Metrics
Referring Site Metrics
Real-Time Online View On A Google Map of the World
Revenue Metrics
Technical Metrics
Conversion Metrics (requires some type of real-time online reservation system)
Help Menus
Report Exporting

You can use the control panel for the most basic reports, such as just counting impressions and clicks. Or you can use it for the most sophisticated ad tracking metrics available today. This is the same system used by high-end professionals at the Big Guy advertising agencies and in-house corporate marketing teams.

You'll get excited at how much you'll learn, and how easy it is to use. The team of four super-geeks who helped me set up this system have over 700 ad serving customers in 30 countries. They work with small guys like me all the way up to huge corporate sites having over 100 million page views per month. They have refined the interface to the control panel to the point where you really don't need to be a geek to use it, and understand it.

Chances are slim that you will use all of the features. But as you learn about this system you'll want to start exploring it more. It is actually very fun too. The first time you see a ship in the middle of the Pacific ocean clicking your banner via wireless up link, it's an amazing feeling. You will learn things about advertising you learn no other way.

You will no longer have to guess, speculate, and plain wonder what is, or is not, working. You won't have to trust me, or any other salesperson on what is, or is not the "best" program out there. You can easily see for yourself in ten minutes or less what really is producing your banner views and clicks.

Further, when some sales person makes a claim that their effort is driving traffic to your banners, you can check it out from any computer in the world and verify those claims. This level of knowledge puts you in control and therefore you'll know where to best spend your advertising dollar.

Ad Traffic Reporting Features

Getting Started
Once you buy one banner or more from 2Cooleys, we'll get together on the phone and log into your control panel. I will walk you through how to use the control panel, and what the metrics mean. This takes about 10 to 15 minutes. It is easy to learn and use once you know the basics.

View & Click Metrics
If all you want to see is the number of impressions and clicks your ads have received, you can do this very easily. You can run view and click metrics for any date range - hourly, daily, weekly, monthly, yearly, etc. Your 2Cooleys Ad Metrics Control Panel will, in about 20 seconds, generate a click-through rate report showing the Unique Impressions, Unique Clicks, Unique Click-Through Rates, the Gross Impressions, Gross Clicks, and the ratio of Unique-to-Gross Click-Through Rate.

Ad traffic metric reports can be exported to text documents, to a PDF, to XML, an RSS Feed, or an Excel spread sheet. This allows you to save your reports on your computer. You can also configure your control panel to email you your reports on a regular schedule. Getting your ad traffic reports by email is a time-saving step because you don't have to log in to the control panel. You can keep your reports in your email folders and print them out.

Each metric report can be viewed in a number of ways. You have your choice of four graphic styles (area, line, column,  3D column) as well as numerical tables.

Help Menus
Your 2Cooleys Ad Metrics Control Panel has an extensive help menu.

Conversion Metrics
If you have a real-time online reservation system, you can run conversion reports for each ad you have on this system.

Revenue Metrics
CPM (Cost Per Thousand), CPC (Cost per Click), CPA (Cost per Acquisition), and Flat Fee metrics can be run for the cost standard you use. Like all other reports, these metrics can be run for any date range, and exported in the  protocols listed above in Exporting.

Real-Time Online View
You'll see a Google map of the world pin-pointing where people live who are clicking your banners. You can select from a map view, a satellite view, a hybrid view (map and satellite), and a terrain view. The Online View is extremely useful if some real time event is driving traffic to the site where you have banners, and you want to know in real time if the event is working for you. For example, if a TV or radio show is giving out a Web site address where you have a banner, you can sit at your computer and watch the map light up with real time clicks responding to the event.

Visitor Metrics
This feature is similar to Online View except it shows the last 1,000 clicks for your ad. On the same Google map described in Online View, you see where the last 1,000 clicks came from. Further, you see the IP address, the country, and the city or town where the site visitors came from who clicked your banners. Next you'll see HOW they found your banner. You'll see the "trail" they took to get to your  banner ad. Was it a search engine? Was it a link in another site? You'll see and know for sure how those clicks happened.

Site Metrics
A. Page & Domain Metrics - Would you like to know the domains, and the pages within those domains, that sent your site visitors? Would you like to know how many visitors those domains and pages sent you? What about the percentage breakdown of which domain sent you the least, and the most visitors? That is what the page and domain metrics report generates for you.

B. Search Engine Metrics - In this report you'll learn just how many visitors found your banner by search. This is similar to what you see in page and domain reports, but more detailed. For example, you'll see which keywords were used, which keywords produced the most, and the fewest, visits to your banner(s) that resulted in clicks to your site.

Technical Metrics
What browser do your banner clickers use the most? What is the most popular operating system?  What are the most popular user agents? Did they browse to your banner and site with Cookies and Java enabled or  disabled? And what size monitor do they have, and what color resolution is it set to? What good is knowing all of this  techno-babble? It tells whoever is designing and producing your banner a great deal. These metrics tell you what to use, and what not to use to for not only your banner design, but also your Web site design.

Geographical Metrics
What countries, states, time zones, and languages relate to your visitors? This is good for discovering if there are any areas you have over-looked where you might find new business. For example, if you see that you are getting clicks from Bozeman, Montana, but you never get any reservations from Montana, and you want  to change that, you can use the IP addresses for Bozeman to serve special ads to people in Montana, or even just  Bozeman. The 2Cooleys Ad serving system can detect the IP address, and then serve a special "geo-based" banner ad just for that visitor.

Over-All Accuracy
The most accurate way to count clicks and click origins is from a raw traffic log. The debate rages between those who prefer java-based reporting means and those who prefer log-based analysis rages on. In all tests I have done I have yet to find anything as accurate a raw log files. My four super-geek metric wizards agree. However, for most people, raw traffic log analysis is not practical, which is why we have on the market today applications like Google Analytics, Deep Log Analyzer, etc. All of these methods of extracting meaningful data will usually under-report the real numbers. Our system is generally accurate to within 5% compared to raw log analysis. By "raw log" I mean not using anything except a search for each parameter in the log.

Other Features
In addition to traffic report metric generation, your 2Cooleys Ad Metrics Control Panel does much more. The starting point is called the Dashboard. From here you can access your account profile, send me messages, set up a multiple ad campaign, or access the extensive help menu. Unless you are running a sophisticated banner campaign, you will  not need some of these features. I have a Master account through which I manage all our customer control panels.  My Master account has many more features than what you see in your Control Panel. If you need a feature not shown, let me know. Chances are good I can set it up for you.