Google Starts Tying Urchin to its Ad Services

By Matthew Hicks  |  Posted 2005-05-04 Print this article Print

Google builds AdWords pay-per-click data into its recently acquired Web analytics service as it slashes Urchin's price.

Google has taken its first step to tie its recently acquired Web analytics service more closely to its pay-per-click advertising program. As part of a price cut for the Urchin On Demand software announced Tuesday, Google Inc. also added a feature that allows users to import data about the costs of pay-per-click ads directly from their Google AdWords accounts. By pairing the advertising data with Web analytics, Google is offering users another approach for tracking their return on investments from AdWords campaigns, a Google spokesperson said in a statement.
Google acquired Urchin Software Corp. in March in a move viewed as a way of providing more tools for analyzing the effectiveness of Googles ad offerings, especially as competitors such as Microsoft Corp.s MSN division prepare their own pay-per-click programs tied to detailed demographic information.
The purchase also led to speculation that Google could unleash a price war in the Web analytics market since Google has been known to heavily discount or give away software from many of its past acquisitions. Mountain View, Calif.-based Google appears ready to battle on price, slashing the monthly subscription rate for Urchin On Demand by 60 percent. The service now costs $199 a month, down from $495 per month. In a statement, Google said it slashed the price to make Urchin affordable for all types of Web sites, whether large or small. Click here to read about Googles moves into the broader online advertising market. Along with the price drop, Google expanded the number of Web sites users can track with the software. Urchin On Demand can now support reporting on as many as 50 Web sites rather than only one, Google said. The price covers as many as 100,000 page views per month, and users can add 1 million more page views for an additional $99 per month. Urchin On Demand is targeted both to Web site owners as well as advertisers to track site visitor statistics and performance data about various types of online ads. Check out eWEEK.coms for the latest news, views and analysis on enterprise search technology.
Matthew Hicks As an online reporter for, Matt Hicks covers the fast-changing developments in Internet technologies. His coverage includes the growing field of Web conferencing software and services. With eight years as a business and technology journalist, Matt has gained insight into the market strategies of IT vendors as well as the needs of enterprise IT managers. He joined Ziff Davis in 1999 as a staff writer for the former Strategies section of eWEEK, where he wrote in-depth features about corporate strategies for e-business and enterprise software. In 2002, he moved to the News department at the magazine as a senior writer specializing in coverage of database software and enterprise networking. Later that year Matt started a yearlong fellowship in Washington, DC, after being awarded an American Political Science Association Congressional Fellowship for Journalist. As a fellow, he spent nine months working on policy issues, including technology policy, in for a Member of the U.S. House of Representatives. He rejoined Ziff Davis in August 2003 as a reporter dedicated to online coverage for Along with Web conferencing, he follows search engines, Web browsers, speech technology and the Internet domain-naming system.

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