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Peter - I find the design and copy at the top of your page a bit overwhelming.
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Just to clarify, I don't have anything to do with the business end of that page. It is simply a sample of the color, blue. If I sound a bit emphatic, the owner of that site has his hands full at the moment, with a few complaints.
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... and I still have no idea whatsoever what an ad tracker is!
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Ad tracker. It is as stated. Used as a general term, trackers count behaviors. That includes, but certainly is not limited to click throughs or how many people clicked on your ad. If you have a google ad and an overture ad, you'll want to track them from source to sale, so you'll know which source is more productive. You can also check copywriting this way.
Beyond ad trackers, you can track how many minutes someone stayed on which page of your site, how far they scrolled down the page, Where they came from, where they went after leaving your page, what page of your site is "causing" people to leave, what portion of what page people click away from... The details from tracking can be impressive and informative.
Peter Stone