March 5, 2004, 12:00 AM

The Missing Metric

(Page 2 of 2)

If session IDs are essential, for instance, if you want to keep information only for that session not for later use, look for other ways to gather the analytics they provide. For example, while log file analysis has taken a lot of bashing lately because it’s hard to get usable information fast from log file analysis, it might be a good measure to take until you’ve resolved the search engine issues related to session IDs.

Whatever approach you take, session IDs should be dealt with immediately to remove obstacles to search traffic. The benefits to be gained from higher visibility can translate into the profits you need to make your site even better.

JJ Hollowell is chief technology officer and Jeff Lattner is optimization consultant for search engine marketing company icrossing Inc. They can be reached at jj@icrossing.com or jeffrey.lattner@icrossing.com.

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