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On-site behavior-targeting platforms include solutions from companies like Omniture, Audience Science, Kefta, and Netmining. Free solutions are even available, such as BTBuckets.

Use cookies or other tracking methods to record your visitors’ behavior.

Your testing tool probably won’t have built-in integration with the phone-tracking providers. Online and offline conversions will need to be exported separately and combined in a spreadsheet. Then the various conversion points will need to be normalized, combined, and calculated for statistical significance. You may find it reassuring to bring in a

Unique pageviews is therefore a more accurate measure of the traffic volume you should consider.

By customizing your JavaScript tag to collect intelligent metadata, you can significantly enhance the types of advanced analysis you do with your web analytics tool. For example, a newspaper publisher can

Sure, I had a whole bunch from my web analytics tool. But given the nature of the long tail, there were more phrases that people typed into the search engines that never ended in a visit to my site (all those people went to my competition!). This problem was recently solved by Google’s Search-based Keyword Tool (SbKT; http://zqi.me/s-bkt). The two

• Google Analytics: This tool tracks how visitors are getting to your site and generates advanced traffic reports. To create an account, visit www.google.com/analytics.