InternetRetailer: Who knew? Analytics tool shows online campaigns doing better than thought

When [NY-based retailer Etronics] applied a recently developed module from analytics provider Fireclick Inc.'s Netflame service to its online campaigns, it found it was getting twice the conversions on the campaigns it had initially believed. The new module captured deferred conversions, in addition to the direct conversions already captured by Netflame. […]

Fireclick vice president of sales and marketing Steve O'Brien says that when merchants send out mass e-mails or buy keywords they typically track revenue by direct conversion; defined as those purchases that occur when a shopper clicks through to the site from the promotion and immediately makes a purchase.

But that doesnít capture the people who clicked through, didnít buy then, but came back to the site to buy later, a common occurrence with higher-ticket or more considered purchases.