Eye on Analysis

One of our clients has had outstanding success since their launch back in Nov 2005. Strong growth month to month, great channel opportunities. We've been aggressively helping them build and execute marketing strategies.
When July hit, we noticed a strange hiccup in sales from one of our most reliable referrers. What tipped us off . . . ? Analytics reports. We run comparison week to week and month to month and noticed a change. Traffic from the referrer was going up but conversion was going down. Turns out there was some click fraud going on and the partner was quick to address it once we brought it to their attention. If we didn't pay attention to the details this would have just gotten lost in the sea of collective traffic. This just reinforces the "If you can't measure it, you can't manage it" rule we live by when helping our client build eCommerce profitability.