Information Technology Reference
In-Depth Information
in Figure 2.3 you will notice that the results are grouped by domain and not spe-
cific UrLs. this is a reporting choice you can make at the time of generation. another
option is to report the pages at which your exit links are located. this option helps you
find your exit links and determine possible correlations between high site-traffic leakage
and specific content.
as with downloads, if you want to track exit links as actions, you can do this
directly within the link or as an on-click wrapper function—we'll look at action track-
ing and exit link extensions a bit later.
note that should you use a redirect function to send traffic out to business part-
ners, for example, this is not measured other than traffic to the redirect page. this is a
setup where tracking the link as an action might not be a bad idea.
Tracking Registered Members
Using Yahoo! Web analytics works especially well in an environment where visitors
are required to log in or identify themselves through their usual path toward solving
their problem. this could be as obvious as the last steps of a sales funnel and checkout
process, but also something as innocent as capturing a person when signing up to a
webinar.
i am very comfortable in tracking registered members when they are in an envi-
ronment where they are fully aware that they are being registered. examples of such
environments would be websites such as Linkedin or Facebook, where users tend to
be fully aware that you know who they are. allowing users explicit opportunities to
hand over additional personal identifiable information (Pii), or telling them you will be
analyzing Pii data, helps create a positive consumer attitude toward this type of data
collection. Yahoo! has a strict, consumer-friendly attitude toward this and has incorpo-
rated that attitude into their terms and Conditions.
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Personal Identifiable Information (PII)
PII is any piece of information that can potentially be used to uniquely identify, contact, or locate
a single person.
Note:
Be aware that Yahoo! requires you to append to your privacy policy wording along the lines of “We use
third-party web beacons from Yahoo! to help analyze where visitors go and what they do while visiting our website.
Yahoo! may also use anonymous information about your visits to this and other websites in order to improve its
products and services and provide advertisements about goods and services of interest to you. If you would like
more information about this practice and to know your choices about not having this information used by Yahoo!,
click here. (/agreement.html).”
