During the advertising effectiveness monitoring phase, the objectives of the advertising activities should be compared with their achievement. For the purposes of this study, advertising contact, sales acquisition, and improvement of the virtual location are assumed to be operational objectives.

To monitor advertising success, information about advertising contacts, sales, and virtual location is necessary.

The web server's log files contain information about the HTTP requests made by website visitors. These include visits to individual pages, viewing a product description, using the product search, etc. 1 Erlhofer, Sebastian (2011): Suchmaschinen-Optimierung. Das umfassende Handbuch ;[Grundlagen, Funktionsweisen und Ranking-Optimierung ; Planung und Durchführungfür Google und Co. ; Konversionsraten steigern, Google AdWords, Web Analytics ; dasStandardwerk, vollständig überarbeitet]. 5. Aufl. Bonn 2011. .

Numerous tracking tools such as Google Analytics, Piwik, eTracker and Webtrekk They also provide information about entry and exit points, and abandonment rates. Furthermore, these applications can be used to conduct path analysis similar to customer flow studies in supermarkets .

The numerous e-commerce applications enable analysis of customer behavior at the "checkout", shopping cart analysis and provide sales figures as well as average sales, total sales per customer or per period, etc .2 o.V. 2013: Shopsoftware - Webshop-Funktionen im Überblick - Gambio GX2 - GambioGmbH.

The advertising networks provide reports on the advertising contacts (“impressions”) and clicks that have occurred 3 Google Adwords Campaign Management . Figure 6 is an example of such reporting with click count ("Clicks"), contact frequency ("Imp."), average cost per click ("Avg. CPC") and total cost per advertising medium ("Cost").