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  3 

Can return-on-investment models be constructed? For example, by entering costs and 

profitability for each product?

  4 

Can reports be produced at both a detailed level and a summary level? This enables com-

parison of performance for different campaigns and different parts of the business.

  5 

Capability to track clickthroughs at an individual respondent level for email campaigns. 

This is important for follow-up marketing activities after an email list member has 

expressed interest in a product through clicking on a promotion link.

  6 

Are  post-  view responses tracked for ads? Cookies can be used to assess visitors who 

arrive on the site at a later point in time, rather than immediately.

  7 

Are  post-  click responses tracked for affiliates? Similarly, visitors from affiliates may buy 

the product not on their first visit, but on a later visit.

  8 

Do email campaign summaries give unique clicks as well as total clicks? If an email com-

munication such as a newsletter contains multiple links, then total clicks will be higher.