Still remember Project Gatineau? Microsoft’s analytics tools and its direct answer to Google Analytics. Yes, it’s still alive and working despite the lack of announcements and buzz, until now.
Microsoft is giving its adCenter Analytics a much needed boost starting with the waiving of the $5 adCenter sign up fee. Aside from these, the upgraded analytics tool has added new reports and data handling features to help customers analyze their website’s traffic and eventually making their ad campaigns successful. Here are the new features of the adCenter Analytics:
Access new reports – in-depth visitor tracking, treemap views and campaign reporting
Use summary rollups – gain insights about ROI, visitor loyalty, conversions by referral, and campaign timeline view
Track marketing results beyond search ads – for reporting analytics campaign performance covering ROI, conversion rates and banner, email and direct response marketing campaign revenues
View and compare PPC campaign performance for multiple ad placement programs, single reporting interface for viewing adCenter performance and third-party online advertising programs.
Segmented demographic tracking and reporting – by age group and gender.
You will find these new functionalities if you are an adCenter advertiser. However, I wonder how many advertisers are still using these ad campaign metrics tools? These tools are very good in presenting a graphical statistics of ad campaign performances but the bottomline still is, ad campaign conversions which is not directly measured by tools such as Project Gatineau. Oh well, no harm in checking out the new features of adCenter and see if it helps you.