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  9 

Is  real-  time reporting available? Is immediate access to campaign performance data 

available?

 10 

Is  cross-  campaign and  cross-  product or content reporting available? Is it readily possible 

to compare campaigns and sales levels across different products or different parts of the 

site rather than an aggregate?

Accuracy is another an important aspect of web analytics tool. Perhaps the worst problems of 

 log-  file analysis are the problems of  under-  counting and  over-  counting. These are reviewed 

in Table 12.6.

A relatively new approach is to use the alternative  browser-  based or  tag-  based meas-

urement system that records access to web pages every time a page is loaded into a user’s 

web browser through running a short script, program or tag inserted into the web page. 

Potentially it is more accurate than  server-  based approaches for the reasons explained in 

Table 12.7. This approach usually runs as a hosted solution with the metrics recorded on a 

remote server. An example of the output reporting from a web analytics service is shown in 

Figure 12.14.

In addition to the quantitative web analytics measurement approaches discussed, tradi-

tional