New adCenter reports 'can focus marketing campaigns'

29th August 2008

A new reporting feature in Microsoft's adCenter can do much to help marketers focus their efforts on website conversions, it has been claimed.

According to a post by Microsoft's Mel Carson on the adCenter Analytics blog, the program's new entry and exit reports could offer an insight into why certain parts of a site seem to attract more traffic than others.

This can help marketers to capitalise on the most popular entry pages by replicating their success elsewhere on the site, as well as provide them with guidance on how to improve lower-performing pages, such as those with high exit levels, he explained.

"If [visitors are] leaving pretty much immediately, then maybe a good strategy would be to reassess the content or navigation on the page to make it more 'sticky'," Mr Carson remarked.

Other new features in adCenter include a central dashboard offering detailed campaign information in a single glance.