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Web Marketing All-in-One For Dummies, 2nd Edition by Elizabeth Marsten, Ian Lurie, Marty Dickinson, Michael Becker, John Arnold

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Chapter 3: Measuring Your Best Referrers

In This Chapter

check.png Defining a referrer

check.png Analyzing referrers

No Internet marketing campaign can survive — let alone succeed — without referrers, the web pages that point to your website. (You can find the basics of referrers in the previous chapter.)

But the business intelligence you can gain from this seemingly simple stat goes far, far deeper. It pays to have a really solid understanding of this metric, which is why measuring referrers is the sole subject of this chapter.

remember.eps If you’re using a log file–based tracking solution, make sure that your server is set up. Otherwise, you could miss a lot of valuable referrer data. (Flip to Chapter 1 of this minibook for details on tracking solutions that use log files versus JavaScript.)

You can apply referrer data to improve your online business in so many ways. This chapter barely scrapes the surface of referrer tracking. Here, you find out where referrer information comes from, basics about stats you find in your referrer data, and examples for analyzing referring site data. In the next few chapters, you discover how to start combining other metrics — such as conversion rates and visit quality — to help ...

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