A World of Bugs and Logs: Advanced Web Analytics

As search marketers we need to know if our efforts are paying off. How many visitors are we getting? What channels are they coming from? And more importantly, how many of those visitors are taking the action (conversions) that we want them to take?

For all this information, we rely on Web Analytics. There are two basic breeds of web analytics packages: web bugs that use page tagging through JavaScript, and web logs that analyze server data. Each type of package has its pros and cons, so search marketers need to utilize both to get the complete picture. Let me tell you how you can best combine the disparate world of bugs and logs. Read more