|
ABCi Web Site Traffic Audit Frequently Asked Questions
What is an ABCi audit?
An ABC Interactive (ABCi) Web site traffic audit is a comprehensive review of the online activity of a Web site. ABC auditors conduct the audits using a census-based audit method that requires members to submit their log files directly to ABC. Once ABC receives the log files for the entire period subject to audit, an auditor reviews the files to detect misleading online activity including: spiders and robots, non-human generated traffic, and duplication.
Why should I have an ABCi traffic audit now?
A group of well-known brand marketers, including Ford Motor Company, Visa and PepsiCo, recently announced they would demand audited numbers from interactive publishers beginning mid-2007. As interactive advertising becomes a larger part of media plans, advertisers and advertising agencies are increasing the demand for accountability and transparency in online activity data. Buyers are seeking independently verified data to assure them that they are making wise online investments.
What do I need for an ABCi traffic audit?
To receive a traffic audit, the member will need to provide ABC access to the following:
- A list of all Web site content areas the member would like audited. This includes any portions of the Web site that is hosted by a third party.
- Web site’s originating log files with extended log enabled. Log files may collect a variety of data including: date and time stamp, URL served, IP address of requestor, user agent or browser and more.
- Access to any internal Web site traffic accounting reports.
- A list of any filters applied during your internal accounting of Web traffic, including:
- The method the Web site uses to determine unique visits or users such as cookies or user registration.
The member should determine if the Web site is hosted internally or by a third party. The technical contact responsible for managing the Web site hosting should be able to locate the above information.
Does an ABCi auditor come to my office to conduct the audit?
Generally, an ABCi auditor will not come to the member’s office to conduct the audit. On occasion, a member may have a system that requires a more in depth review and visiting the site may be necessary.
Typically, the log files are sent to ABC via a secure transferring method. These transfers can actually be set up to automatically run every day, week or month. If all log transfers are automated and the auditors have access to your Web traffic accounting reports, usually the member doesn’t have to do anything except review the ABC Interactive Audit Report before it is released.
I’m not an ABC member; can ABC still conduct my interactive audit?
Due to a recent ruling by the ABC board of directors, non-member companies may now engage ABC to conduct their interactive audits.
How often are ABCi traffic audits conducted? How often are my results released?
ABCi traffic audits are typically conducted monthly. Due to the possibility of large monthly variances in Web site activity, ABC also recommends interactive publishers release their ABC Interactive Audit Reports monthly.
What kind of information is reported on an ABC Interactive Audit Report?
The standard ABC Interactive Audit Report (PDF*) includes the number of page impressions, visits, unique users and the top 25 requested pages. ABC Interactive Audit Reports can also be customized to fit the member’s own needs with additional information such as top users by domain name and most popular sections of a Web site.
How long does it take to release my ABC Interactive Audit Report?
Approximately 95 percent of all ABCi Audit Reports are released within 30 days of receipt of the Web site’s log files.
Where are my ABCi traffic reports released?
ABC Interactive Audit Reports, Consolidated Media Reports and traditional circulation Publisher’s Statements and Audit Reports are all released on the eStatements section of the ABC Web site. ABC members can access the reports using their member number, user name and password.
Where can I report my ABCi results?
ABC members can display their ABCi audited Web site traffic data in a variety of reports.
- ABC Interactive Audit Reports – These reports include data on a member’s Web site traffic only. The standard ABC Interactive Audit Report includes the number of page impressions, visits, unique users (daily and unduplicated for the audit period), the top 25 requested pages, and top-level domain information.
- Traditional Circulation Publisher’s Statements and Audit Reports – ABC publisher members can also feature ABCi audited Web site traffic numbers on their circulation Publisher’s Statements and Audit Reports.
- Consolidated Media Reports (CMR) – The CMR is currently available for consumer magazines and business publications only. This new report is a capsule summary of results from a variety of ABC audit services, including ABCi traffic audits. The results are compiled in a “Total Contacts” figure on the report.
What’s the difference between reporting electronic or digital editions on my Publisher’s Statement and reporting ABCi traffic audit results?
An ABCi traffic audit covers the entire Web site, not just the digital or electronic edition of the publication. An ABC Interactive Audit Report also allows publishers to report information such as the number of visitors, unique users, page impressions and the top 25 requested pages. Additional reporting options are available at the publisher’s request.
What are spiders and robots? Why should they be removed from my log files?
Spiders and robots are programs that run without human intervention. These programs scan and “fetch” Web site pages that usually feed information to a search engine. Large search engines use multiple spiders and robots to browse the Internet. Spiders and robots are displayed as unique users or visitors in the Web site’s log files. During an ABCi traffic audit, an auditor runs the log files against an active spiders and robots list and removes them. The spiders and robots are not considered unique users since a human did not generate the activity.
This process assures advertisers that the Web site data publishers present to them are generated from human activity, not machine activity.
What is the price range for an ABCi traffic audit?
The cost for an ABCi traffic audit varies depending on the size of the Web site, reporting options and other information. For a quote, please contact
manager, marketing and sales at 720-324-0558.
How do I sign-up?
For more information or to enroll, current ABC members are encouraged to contact
manaager, marketing and sales at 720-324-0558.
ABC Interactive services provided by Audit Bureau of Verification Services, Inc., a subsidiary of the Audit Bureau of Circulations.
*PDF files require the Adobe® Reader®. To download this free software, visit www.adobe.com.
|
