Number of people and number of hours engaged in Internet using are increasing incessantly. Such numerical expressions give high to expectations of online advertising agencies to come up with better and newer marketing strategies. But, to make sure these strategies are worth of utilizing at their clients' marketing needs, they have the right tools to measure effectiveness of those. Therefore, they have developed software, programs and techniques to monitor prospects' movements provoked by certain ads. On the other hand, when invested some amount on advertisements, every advertiser wants to know about performance of the ads. Monitoring effectiveness is also crucial for small companies to see whether it is erudite to invest in a particular online advertising program.

To perform ad monitoring task, online advertising agencies have a number of ad tracking software ready. At the same time, websites have way of counting footsteps of its visitors too. Numerous ad monitoring processes have been brainstormed by ad agencies following online behaviors of Internet users at a site. Moreover, posting ads is also not just about enhancing visibility, receiving clicks or lead generations â€" the most important part is to know the conversion rates of those leads. This is where these ad tracking systems really come handy. As per the rate of generation and conversion rates of leads, an ad can be modified or abandoned or promoted. That's why, at the initial stage of marketing campaign, ad agencies implement one or two ads to avoid complexities of taking measurements of several ads running simultaneously. And also it helps to keep a control over expending on online advertising and marketing. Following are the most commonly used techniques of monitoring Internet ads -

1.Websites have their log files to give data on how many people were redirected to them through an ad. Ad agencies submit tracking codes to the URL of a web page to give gross level of data on visitors.
2.If it is an ecommerce site, ad agencies create text boxes to work as referral box wherein customers are asked to type their feedbacks on the site, products or services. To be specific about the site from where they were redirected to your site, you may create a drop down menu with the name of sites or a text box to let them mention it.
3.Some more sophisticated tracking software in use these days are Clicktracks, OneStat etc. These tools are traffic monitoring tools and commonly known as 'web analytics'. Such tools generate in depth and more exact data on how an ad affects on Internet user.

Collection of data is not all an online advertising agency provides â€" it goes on creating detailed reports by taking assessment on these data and estimates success rates of ads.