|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
Referring Site Metrics
Real-Time Online View On A Google Map of the World
Conversion Metrics (requires some type of real-time online reservation system)
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
Ad Traffic Reporting
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
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.
Your 2Cooleys Ad Metrics Control Panel has an extensive help menu.
If you have a real-time online reservation system, you can run conversion reports for each
ad you have on this system.
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
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.
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
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.
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.
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.
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.
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.