Undertracking of online ad ROI

pdstein · #1 (**permalink**) 05-09-2006, 05:23 PM

I remember a while back reading at least one marketing research study that showed the actual ROI for online advertising is significantly higher (perhaps 50%) than is actually recorded by tracking software. This is because often people will click through on an add and come back at another time or even on another computer to make the purchase. Plus the value of branding is not adequately tracked by software.

Can anyone point me to an article or study that attempts to quantify what percentage of sales from online ads may go untracked?

Thanks!

pdstein · #2 (**permalink**) 05-23-2006, 03:57 PM

I'm still looking. If anyone can point me in the right direction, I'd appreciate it.

SeoSem · #3 (**permalink**) 05-23-2006, 05:11 PM

Hi pdstein.

I was reading this article too, don't remember where,
either on some webmaster/marketing forum or on some
news site? Hope you can narrow your search down to
those sites!