Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

Repeat business generates nearly half the value of Web advertising

Published on .

Tracking repeat business in order to quantify the true return from online ad campaigns should be a priority for e-businesses, according to the third-quarter AdKnowledge Online Advertising Report. The report is a compilation of Web advertising statistics and trend analyses. AdKnowledge, a provider of complete Web marketing management services focused entirely on the needs of advertising buyers, found that just as click rates no longer are an effective tool to optimize online campaigns, an analysis of trends indicates there is a growing need to capture repeat visit information to help determine the true value of an online campaign. Within 90 days of showing an ad, 48.6% of the sales or leads generated by a campaign came from repeat visits to a site, the company found.

Copyright November 1999, Crain Communications Inc.

Most Popular
In this article: