WEBSITE CHANNEL ANALYSIS
HOW DOES AN INTERNET CHANNEL GET MEASURED?
BPA's Website Channel Analysis deepens your understanding of the media owner's website by providing AUDITED metrics such as impressions, sessions and more. BPA has developed specific measurements to address these differences to make your media buying better.
Website activity by month is drawn directly from the BPA Audited Site Traffic tool.
The six standard reporting metrics are:
- page impressions
- user sessions
- unique browsers
- unique browser frequency
- page duration
- unique browser duration
The Website Glossary, which appears whenever website traffic data is reported, further defines these metrics. If a website requires registration, address and demographic data may be included in the database and fully analyzed as a separate channel. In such cases, the registered website users may be cross tabulated with the other channels to analyze multiple channels received.
Many media owners and advertisers also utilize traffic analytic tools like Google Analytics for measurement. These tools provide important metrics as well. BPA, as an independent auditor, verifies not only those, but the media owners' "first party" information (i.e., the registrations on a website perhaps, or other additional tracking measurements the owner has available).
In the end, because of the enormous possibilities in the digital world (i.e., about 36% of all website traffic is considered fake according to the Wall Street Journal), it is critical to your strategy to have the assurance BPA reports provide. We make media buying better!