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Advertising and ad tracking is another critical component of an overall online sales solution. If you want people to come to your site, they need to know about it. Today, the most popular and effective form of online advertising is paid search ads from search giants like Google and Yahoo. However, many online advertisers still find traditional banner ads to be effective. Whichever you choose -- or if you choose both types of ads -- you're going to need sophisticated ad tracking software to determine your ROI with the ads. Sometimes, ad tracking software is built into an integrated online sales solution. If not, you'll need to investigate independent web-based or locally hosted ad tracking software. Either way, you need to have it if you're going to pay for online advertising of any type.