SOURCE: BPA Worldwide

June 07, 2012 15:33 ET

Editorial Feature: BPA Adopts "Tag Neutral" Approach to Auditing Web Traffic Metrics

SHELTON, CT--(Marketwire - Jun 7, 2012) - Due to advances in technology, global media auditor BPA Worldwide took an important step forward in web metrics reporting with the announcement that it we can now work with several existing web analytics tags to measure and report web traffic.

"Our research showed that most of the 700 BPA members who applied the BPA/Nielsen tag also use other tags, such as Google Analytics, Adobe (Omniture) SiteCatalyst, and others," explained BPA CEO and President, Glenn Hansen. "Initially, we will audit using Nielsen, Google and Omniture tags and will look to add others as necessary."

While Nielsen SiteCensus data will still be an acceptable metric, Hansen noted that BPA will no longer subsidize the collection and analysis of data by Nielsen. "Any member or applicants who wish to continue using Nielsen technology and their reporting system, will need to contract directly with them," he said.

Although this new service is effective from July 1st and forward, Hansen explained it will be possible for BPA members to report Google or Omniture data for the January to June period on their June 2012 circulation statements after completing an application and short set-up process.

"We believe this is an important and exciting step as we continue assist media owners in their desire to report brand metrics that are important in the marketplace," Hansen said. "BPA's move to allow the collection and reporting of web traffic from multiple analytics organizations will give media owners the flexibility they have been looking for."

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