Refers to the loudness or visibility which your banner ad experiences when
rotated among other Web advertiser's on a single Web site. Conceptually
parallel to reach, except that the expected total number of banners
displayed on a single Web suppliers Web site can be determined, and any one
advertiser's exposure relative to that might be expressed as a simple
The most ubiquitous and successful of all forms of Web site promotion.
These relatively small graphical banners serve much as billboards or print
ads (with limited animation) towards communicating a message or eliciting a
response from the end-user/viewer. As the most commodifiable form of Web
advertising, banner ads support Web content which is free to the Web
Bookmarks and Direct Accesses
Lilypad provides information that will be useful in evaluating other
non-Web means of accessing a Web site. Bookmarks and Direct Accesses
provide the total number of visits that can be attributed to those
accessing your Web site either by manually typing in your URL, or by
calling up their user defined bookmarks. Falls into the category of an
intentional or premeditated visit.
Coalition of Advertiser Supported Information and Entrainment. This is a
joint collaboration between the Association of National Advertisers and the
American Association of Advertising Agencies which concerns itself
primarily with interactive advertising developments and trends.
The first, or leftmost figure in each cell of the performance history
report is a summation of Web-based hyperlinks and Newsgroup generated
traffic, dependent on hyperlinks found on other sites (including if
applicable, banner advertising). A good indicator of users casually surfing
around that find your Web site, typically representing some 2/3 of most Web
The Web site responsible for driving a visit to another Web site, usually
through a hyperlink reference.
Cells and Periods
In the historical performance report, Lilypad displays a grid of cells
which contain numerical information on particular time periods. Each cell
or period, represents a user-defined unit of time, featuring three small
typeface figures (casual, intentional and unknown origin visits) and a
larger typeface figure indicating total visit activity during that time
period. If Lilypad does not have enough data to fill all of the cells
requested, it will display an empty cell.
The basic unit of response to the banner ad, or other form of Web site
promotion. Some commercial Web media suppliers provide this information,
while others do not. A clickthrough is essentially an undifferentiated
visit before the advertiser's Web site is downloaded to the requesting Web
The range of clickthroughs varies greatly, and can be from zero to 25%
depending on a number of factors including: banner ad creative, Web media
placement, and relative amplitude, i.e. what other banner advertisers are
doing on that single content-providers Web site at the same time.
Cost per thousand is the lingua franca of the advertising media industry
online as well as in traditional media. It is generally used with gross
impressions or exposures delivered in television and print advertising, and
often refers to pieces delivered in direct-response.
Cost per Click
Similarly, cost per click is a measurement of response-oriented banner
advertising which refers to the price paid for delivering one clickthrough
to the advertiser's destination Web site.
Destination/Monitored Web pages
Lilypad allows you to monitor the traffic source data for up to 99
destination Web pages located on your Web server. Once you designate the
monitored Web page by file path and name, you'll simply need to click the
update button to mark that page for continuous Lilypad tracking. Lilypad
will then monitor all traffic coming into that Web page, and store that
data online until you request it in an historical performance report.
Lilypad presently cannot monitor dynamically generated Web pages, i.e.
A visit which generated by a Web surfer clicking on an unpaid hyperlink to
a commercial Web site from a commercial content-provider. Typically, this
phenomenon occurs when an article is written about a company, it's product
or it's Web site in a Web-based story. Usually a randomly occurring brief
but high-volume source of traffic. A unique byproduct is volume taper off
then stickiness. No money is exchanged. Unless one visits the causal site,
it's difficult to tell whether the editorial coverage was positive or
In terms of awareness, refers to the number of times that a specific
individual may have been exposed to a Web advertiser's specific banner ads.
Many have noted the diminishing returns observed after the third exposure
of a banner ad, i.e. if a Web surfer does not respond to a banner ad by the
third time they have been exposed they are significantly less likely to
respond on the fourth attempt.
Conceptually the same as an editorial hyperlink, a goodwill hyperlink can
be caused by individuals and others linking to a Web site for no other
reason than they like it. Usually a constant and growing source of
low-volume traffic, if the destination Web site is interesting. No money is
In the historical performance report, Lilypad provides the total amount of
traffic at the bottom of the statistics table as determined by the
user-defined period of time, and the number of periods selected for that
The fundamental unit of awareness and typically sold by the thousand,
impressions and exposures connote that the end-user has been exposed to a
given banner ad, or that an impression has been created in their mind. As
in other media, there is no guarantee that the viewer has actually seen the
ad. As a result, most Web media place banner ads at the top of the Web
Lilypad will allow you to completely ignore traffic generated from either
specific URLs, or from an entire domain. This information will not show up
in either the traffic summary or historical performance reports. Should you
change your mind at a later date, Lilypad allows you to restore these URLs
or domains for reporting purposes.
Historical Performance Report
The most useful Lilypad reporting system allows you to research the
performance of a particular source of traffic in a number of useful ways.
Lilypad allows you to view aggregate site traffic totals over a
user-defined periods (daily, weekly, monthly, quarterly, annually), and
also allows you to control the number of periods or cells displayed (15,
30, 60. 90, 120).
Additionally, Lilypad allows you to examine spotlighted Web sites in this
report, and follow their activity under various conditions down to the day.
Internet Advertising Bureau - A trade organization representing suppliers
of Web advertising, and specialist Web media buyers and planners.
The second, or middle figure in each cell of the performance history report
represents a summation of the Bookmarks and Direct Accesses traffic as well
as Local HTML files. Intentional traffic which groups Web surfers that
thought about visiting your site before they actually visited, typically
accounts for the remaining 1/3 of Web traffic.
Local HTML files
Lilypad provides the total number of visits that were caused by Web surfers
calling up their own local HTML files, stored on either local hard drives
or floppies. Observation suggests that this most commonly occurs in schools
where terminals are shared, and bookmarking via browser is discouraged.
The most basic statistical indicator is the summation of all period traffic
totals, divided by the number of time periods in the performance history
report. Since it considers, past performance this figure is
backward-looking. The arithmetic average is a measure of central tendency,
and for the purposes of Web promotion implies future traffic clustering
around this figure.
The median represents the midpoint period traffic total of all period
traffic totals contained in the performance history report. The
relationship between the the mean and the median in your report may suggest
skewing or trends in your traffic.
The mode represents the most commonly occurring traffic level in the
performance history report. The Lilypad mode provides the period traffic
totals which occurred most frequently.
Lilypad can also determine the number of visits that were caused by Web
surfers clicking on hyperlinks embedded in Newsgroups. Lilypad will provide
a hyperlink to the Newsgroup that caused the visit in the traffic summary
Range: Hi - Lo
The most basic measure of variability, the range statistic simply provides
the maximum and minimum traffic summary data for the performance history
A throwback from traditional media advertising, reach has been difficult to
ascertain on the Web for a number of reasons. It is possible to estimate
(with some difficulty) what most commercial Web suppliers are delivering in
terms of gross impressions during a given period of time. As a Web
advertiser your share of the possible audience or "reach," might be
expressed as a percentage of that estimated total. Conceptually similar to
Lilypad let's you get to the beef quickly. Once you have found specific
traffic generating hyperlinks or domains, you can spotlight those sources
of traffic in both traffic summary and performance history reports. For
example, if you were following traffic being generated by a banner ad on
Hotwired, a keyword in Yahoo!, and a reference to your Web on a What's New
page, Lilypad can feature all of those links in the traffic summary reports
once you've selected them. What's more, Lilypad allows you to view the
aggregate performance history of these spotlighted sources of traffic down
to the day.
The standard deviation provides a reference to the true variability of the
period traffic data for the report. The standard deviation is the average
distance from the mean of each period's traffic total in the report. Within
the context of Lilypad, a small standard deviation suggests stable traffic
patterns, while a large figure indicates wild fluctuations in traffic
In the Lilypad software, all performance history reports include a seven
parameter statistical summary. These statistics provide a snapshot of
what's going on, and can be quite useful in performing before, during, and
after analysis in evaluating specific Web promotions.
Traffic Source Data
Lilypad creates it's own proprietary log files, which are available for
your later viewing and analysis. Lilypad differentiates between causal Web
sites, Newsgroup, Bookmarks and Direct Access and Local HTML file initiated
traffic. Note, that Lilypad can only begin to provide report data after
it's been correctly installed and configured on the Web server.
Traffic Summary Report
The most basic Lilypad report also provides a load of useful, albeit very
detailed information. These reports essentially allow you to view traffic
source data as generated by your Web site by either viewing a previous time
period, or an up to date real-time report.
In the real-time traffic summary report, Lilypad will generate a
comparative report summarizing traffic generated during the present time
period, and the immediately preceding period. You may define the time
period as daily, weekly, monthly, quarterly, annually or allow for a
comprehensive total which looks at your entire Lilypad data archive.
Provided in the real-time report is a simple volume and percentage delta
comparison between this period and the previous period.
Most likely, you'll use the daily default setting, which let's you see how
well your Web site is doing today so far, as compared to the totals for
yesterday. When investigating Web site activity you can review a previous
time period, and make note of any unusual traffic sources or trends that
coincide with Web media promotions.
This figure represents an erratic response to Lilypad. Overall this
represents a very small percentage (usually around 1%) of total daily
traffic, and typically is caused by Web surfers using very old
Lilypad will provide a list of causal hyperlinked URLs, and order them by
volume of traffic generated this period link by link, given your reporting
parameters. The total figure for the period is provided at the bottom of
the first table, at the top of the traffic summary report.
Web Site Promotion
The art and science of generating traffic into a Web site. Often
accomplished by purchasing or bartering banner advertising. Other means of
gaining Web site promotion include online editorial, and goodwill links as
well as direct email and Newsgroup seeding.
A generic term which includes all of the communications specialists
involved with the marketing of a product or service in the Web medium. Web
advertisers, promotions and publicity folks can be on the corporate, agency
or developer side - they're all Web marketer's.
The fundamental unit of behavior which Lilypad tracks, providing valuable
information about how folks came to find your Web site. Instead of
specifying unique visitors, Lilypad provides information at the unspecified
visit level as defined by CASIE.
© 1995 Domenico Tassone.