Microsoft's Mel Carson has moved to explain the new addition of entry and exit reports to adCenter.

Writing on the adCenter Analytics blog, Mr Carson noted that many prospective customers do not enter and exit websites via the pages that webmasters believe they should.

To this end, it is important for those in charge of website promotion to identify the most popular entry and exit points and consider what the data means in terms of sales conversions, he explained.

In adCenter, webmasters can use the Top Entry Page report to see all entry URLs, the number of visits each has received and average length of visit, while the Top Exit Page report does the same but for URLs that people leave the website from.

Mr Carson said that website owners should delve into why a particular URL is a popular entry point to see if it can be used to increase sales conversions from other parts of the site, as well as analysing why a lot of people tend to leave the website from a certain page to avoid losing customers.

"Knowing how many pages people view is also a good indicator as to whether they're finding what they want from your site," he commented.

Other new features added to adCenter recently include a centralised and customisable dashboard containing at-a-glance campaign information and audience demographic statistics.

Living Streams' comment:  Every site should have a measurable conversion (success) defined.  It must be measured and action needs to be ongoing to ensure that performance is maintained let alone improved.