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In English, I have my client assign a unique variable in the link to the site (www.site.com/page.asp?Overt=keyword).
Here is where it gets tricky. You DON'T want to just capture the click into the site (no real value), you want to capture CONVERSION (the visitor did X action - purchased, signed up for an email promo, filled out a form, whatever your client sees is the purpose of their website).
To do this you can carry the value in the URL or cookie the visitor. At the appropriate page (confirmation), you post the cookie value to your analytics server (or if you are analyzing local, you log file).
To illustrate what I track for my clients (merchants) - we track top product views, purchase activity, revenue, missed revenue opportunity, catalog requests, email opt-ins, account creation, and the usual "visit" activity.
We also track deferred activity. Visitors who found the site using Adwords (Overture, Affiliates, etc), left the site without committing a purchase, only to return X days later and convert. THIS IS AN IMPORTANT METRIC as I have seen that ROAS (return on ad spend) increases by as much as 50% when you track deferred activity. CMOs also LOVE IT...helps them justify their budget for both analytics and SEM (same technology works for affiliates, link exchange partners, email marketing, banner ads, shopping portals - froogle).
I run Webtrends Reporting Server 7.0 Enterprise
using Remote Data Collection (invisible gif) AND raw log files. We have a 3-1 mix of custom created reports to Webtrends "canned" stuff.
I might recommend checking our FireClick and Click Tracks. Both very good tools.