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Tracking Users

, January 01, 2002

Marketers don't want to measure raw hits on a Web site. Increasingly, they want to categorize visitors and measure the significant things those visitors do on the site. Many want to track the effectiveness of promotions in real time and make adjustments instantly. They often want to take data about Web activity offline, combine it with their traditional data, mine it, and report on it. They want to improve advertising effectiveness, visitor loyalty, purchase rates, cross-sells, and up-sells. All this is fueling demand for a new generation of Web-site analysis tools that represent visitor behavior in terms that marketers understand.
Web Techniques: Table 1

Table 1

Common log file (CLF) format fields and their contents.

FIELD CONTENTS
remotehost Browser hostname (IP number if DNS hostname is unavailable)
rfc931 The remote log name of the user (almost always "-" meaning "unknown")
authuser The Web server authenticated username
date Date and time of the request
"request" The request line exactly as it came from the client
status The HTTP status code returned to the client
bytes The content-length of the document transferred



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