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Your web strategy would be incomplete if you didn't take advantage of its key difference from traditional marketing channels - the flexibility to change strategy on a dime. The information you gather from your web site can help you determine which product offers are working and which are not, whether your affiliate marketing strategy is effective, and how well your keywords are working in the search engines. Collecting and interpreting this data is known as web analytics and there are a number of basic metrics you can use to track your success. However, before you even implement your campaign - let alone measure it - it's important to be clear on the goals for your site and have a solid understanding of your target audience.
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