How to Measure Advertising Success Online
Copyright © Stone Evans, The Home Biz Guy
It is easy for me to tell you that you need to track the success
of your online advertising. It is also easy for me to tell you
that you must do so in order to know which of your advertising
is helping you to make a profit, to break even, or to break the
bank. Far too many advertisers get caught in the online money
pits in an effort to develop their online business.
DON’T BE AFRAID
I also know that when I say these things, some people get
spooked. People get spooked because although they might run an
online business, they may not understand the technology that
keeps their business running.
Let’s face it.
More people are learning how to design and develop their own
webpages. In fact, software has been created to help them do so
But when it comes down to the more complex technologies such as
web logs, database technology, and web programming, most people
just freeze up and fail to make an informed decision.
Some will turn to a programmer with hopes that a programmer
could save their online business, and many will get burned by
their personal programmers. When a programmer burns a webmaster,
the cost can be very high. And at the end of the day, the
programmer may leave the webmaster with a broken web site.
The only real choices left to most webmasters is to learn how to
install pre-made scripts on their own, or to keep their websites
technologically simple. *Technologically simple* often fails to
help the webmaster find the success that he or she so fervently
UNDERSTANDING THE NATURE OF PRE-MADE SCRIPTS
Web software is often very simple in its installation, so the
webmaster really should not fear it.
All one needs to install their own pre-made web scripts
(software) is an online web site file manager or optional FTP
software. They will also need the ability to change the
*permissions* on the files on their web server.
When downloading scripts for installation on your server, the
file may come in .zip, .tar, or .gz format. Each of these are
variations on the compressed / zipped file format. There are
many utilities available for unzipping files. One such utility
is WinZip which can be found at: http://www.winzip.com
Most scripts, once downloaded and unzipped, may appear in text
format with extensions such as .php, .cgi, .pl or .cfg.
Most of these files can be read as plain text in an application
like NotePad. Occasionally, the file will be in a binary format
which cannot be read with a text editor.
The files which can be read in a text editor are often written
in the Perl or PHP programming languages.
While most of the scripting will seem like Chinese to you, you
will be able to pick out certain sections that can be read and
If the application also contains a .cfg file, this is your
configuration file that can usually be changed to reflect your
own personal needs or desires for the operation of the software.
NEXT STEP, UPLOAD THE FILES TO YOUR SERVER
Most of these web applications will have a readme.txt file
included with it. If it does, please read it. If it does not,
don’t worry, this section is for you.
You must upload the files to your server as plain text. If you
are using FTP to upload the files, then you must tell your
software to upload the files in ASCII format. If you are using
your web file manager, then the files will automatically upload
Once the file is on your server, then you must change the file
Files with the extensions .php, .cgi, or .pl are executable
files and there permissions must be set to 755. Files with the
extensions .cfg, .txt, or .html must have their permissions set
to 644. Files and folders that will be written to must have
their permissions set to 777. Files with no extensions can be
classified as any of the above, so check the readme.txt file.
755 defines an executable file. 644 defines a read-only file.
And 777 defines a writable file.
Once the files are on your server and the permissions are set
correctly, the application you have placed on your server should
work for you just fine.
LOCATING PRE-MADE SITE TRACKING SCRIPTS
Probably one of the best resources for locating pre-made scripts
If after reading this article you still fear the task of
installing a pre-made script on your server, then you might
seriously consider remotely hosted site tracking software. If
you opt for this route, be sure to buy the pro version of the
software offered. If you don’t choose the paid version, you
might find your own competitors having access to your site
tracking data! That should not be an acceptable option to you.
THE PURPOSE OF SITE TRACKING
With site tracking software running on your server, you can
review how many people came to your website and what URL’s they
might have used to find your website. You can also see where
your visitors have come from, when they came, how long they were
on your site, at what page they entered and left your site, and
This is the kind of information that will help you to determine
with some certainty how effective your advertising is and how
profitable your advertising can be.
Operating without tracking data is tantamount to operating a
business with the intent purpose of failing.
I truly want you to succeed with your online business. I know
deep down in my heart that the more people who find success
online, the greater my own chances for remaining profitable over
the long haul. *A rising tide floats all ships.*
To Your Success!
Stone Evans, The Home Biz Guy
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