Everytime a visitor takes an action on your website, a breadcrumb trail is left behind in what are known as server logs. These server logs can then be analyzed to determine various website trends. By cross referencing these trends with measurable, actionnable items (i.e. a "contact us" page, newsletter signup, or an increase or decrease in the sale of product or services), it is possible to further analyze the effects that advertising efforts may have played in any increase or decrease in activity. For example, if a recent keyword was targeted in the search engines (see search engine optimization), or if a print or television ad was run, it would be possible to determine the impact of such a campaign on both the quantity and quality of visitors.
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