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ISSN 2587-814X (print),
ISSN 2587-8158 (online)

Russian version: ISSN 1998-0663 (print),
ISSN 2587-8166 (online)

Mikhail Komarov 1, Vyacheslav Zhukov  1
  • 1 National Research University Higher School of Economics, 20 Myasnitskaya Str., Moscow, 101000, Russian Federation

Using a web analytics system as the basis for integration with CPA services

2017. No. 4 (42). P. 47–54 [issue contents]

Vyacheslav I. Zhukov - Assistant Professor, Department of Innovation and Business in Information Technologies, National Research University Higher School of Economics
Address: 20, Myasnitskaya Street, Moscow, 101000, Russian Federation
E-mail: vzhukov@hse.ru

Mikhail M. Komarov - Associate Professor, Department of Innovation and Business in Information Technologies, National Research University Higher School of Economics
Address: 20, Myasnitskaya Street, Moscow, 101000, Russian Federation
E-mail: mkomarov@hse.ru

      In modern e-business, there are many ways to attract potential customers to the site both with the help of offline and online methods. Companies usually use several channels to attract customers, differing in the placement of advertising, payment models and other parameters.
      One of the most popular online methods is using CPA networks, which allow webmasters to place on their websites links to the advertised website and earn rewards for customers who purchased a service by clicking on the link. CPA networks work on the basis of payment for achieving targeted goals. A targeted goal can occur both online and offline. The most important task is to link the source of attraction (usually certain UTM tags) to the target goal of the client, since remuneration for the CPA network should only occur for orders from customers who are drawn to the CPA network. There are problems fixing operations, linking to source of attraction, storing and providing access to these data.
      In this paper, we give a brief overview of various approaches to solving the problem: log analysis, use of marketing pixels and web analytics tools. We have analyzed the benefits and challenges of these methods, which were given to solve the task of fixing the target actions of clients and provided access to the data for the CPA network. Also in this article, we have described a practical case of integration with the CPA network based on the use of end-to-end web analytics. The advantages, disadvantages and limitations of the proposed method are set out in this paper.

Citation:

Zhukov V.I., Komarov M.M. (2017) Using a web analytics system as the basis for integration with CPA services. Business Informatics, no. 4 (42), pp. 47–54. DOI: 10.17323/1998-0663.2017.4.47.54.

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