Oneupweb's ROI trax® Adds Click Fraud Detection to Marketing Analytics Technology Features

April 28, 2005 -- Instead of arguing about the size of click fraud risk, ROI trax®, an online marketing analytics service, offers a solution: click fraud monitoring and detection.

"Marketers don't care how big click fraud is to the industry. They want to know how click fraud impacts their campaigns and how to control it," says ROI trax® CEO, Lisa Wehr. "ROI trax® monitors pay-per-click campaigns and identifies potential click fraud occurrences, allowing our team and our clients to take appropriate actions with the search engines and the offenders."

Click fraud is the deceitful practice of posing as pay-per-click (PPC) traffic for the purpose of costing advertisers money or generating revenue for the sites serving the ads. The media has published several recent stories about click fraud and its effect on PPC advertising budgets. Some stories tell of off-shore companies, employing workers solely to click on ads (also known as fraud farms). Those articles may claim as much as 50 percent of PPC traffic is fraudulent; Wehr feels that extreme applies to a few isolated cases. More importantly, she explains that click fraud doesn't have to be a problem; it's a manageable concern.

"Pay-per-click campaigns are too successful to abandon because of click fraud concerns," says Wehr. "ROI trax® relieves those fears and allows marketers to get back to the real work of meeting their company’s marketing needs."

Click fraud comes in many forms, including the following types:
• automated "bot" attacks
• human "fraud-farms"
• direct assault by a competitor
• ad publishers inflating their own revenue

In addition to click fraud detection, ROI trax® is a complete solution for marketers, and offers gear that tracks the performance of a company’s online search marketing efforts. These efforts can include natural optimization, PPC, banner ads, email campaigns, press releases and even traditional print and broadcast campaigns. The service tracks unique visits by source, keyword performance, conversion rates, landing page value and traffic volume. Plus, ROI trax® clients can add trademark protection, position reporting and competitor monitoring to their service.

About ROI trax®
ROI trax® is a subsidiary of Oneupweb, an award-winning industry leader of world-class search engine optimization and marketing services. Clients include Eastwood, iUniverse, eMarketer, Grainger, Entrust, Unisys, Avery-Dennison, Maritz, JC Whitney and many others. ROI trax® became a separate company in 2005 to better serve a broad base of business including B2B, B2C, advertising agencies, SEOs and others interested in empowering their marketing decisions. For more information on ROI trax, please contact 877-764-8729 (877-ROI-trax) or visit ROItrax.com.

About Oneupweb
Since 1996, Oneupweb has pioneered groundbreaking services backed by new technology, like ROI trax®. Oneupweb's goal is to maximize client visibility and customer acquisition within search engines on behalf of its clients. Named to BtoB Magazine's "Who's Who 2004" list for search and voted the "Top Search Engine Marketing Firm" by ClickZ in 2003, Oneupweb is a privately held company located in Michigan. For more information on Oneupweb, please contact 231.256.9811 or visit oneupweb.com.