White paper “Deviating Online Measurements”

The Taskforce Online Media of the Dutch department of the Web Analytics Associatie (WAA) developped a white paper titled “Why don’t my visitors match my visitors”. It focusses and explains the measurement differences between webanalytics, ad management en panel research data.

First of all, this white paper will describe the different options that may result in deviations when comparing two or more different web analytics packages. The implementation, the placement of the measurement code and the differences in definitions between the different web analytics packages are the main causes of deviating analytics. It is advised to use web analytics for internal reporting, trend monitoring and the optimization of websites and campaigns. Do not compare data from different period measured by different web analytics packages.

Another aspect that this white paper will be discussing are panel data. Panel data provide insight into in behaviour of users, based on reach, using an instrument called Webmeter. This is a instrument only used in the Netherlands.

Third aspect that this white paper will adress are admanagement data. When comparing web analytics packages with ad management systems one must be aware of the objective of ad management systems. Ad management systems support the overall process of inventory planning, sales, booking, serving and reporting of online ads. This implies that the measuring focuses on the banner impressions rather than the pages.

The whitepaper can be downloaded here: WAA White Paper – Deviating Online Measurements – October 2010


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