(1) Better click activity reporting
Pay per clicks search engines will report to you click activity on your URL. Engines vary in the frequency and format of the reporting so you can use tracking URLs instead to obtain better information.
(2) Prevent fraudulent activity
You can compare your figures with the engine's and should query any large discrepancy If click activity is unusually high you may have a competitor clicking on just to incur costs against you. You may be able to detect this by comparing the figures for unique hits and actual hits (several hits per visitor).
Offline Marketing
(1) Check how successful
If you have ever wondered whether it was worth advertising off line because of the supposed impossibility of measuring the response then Ad Tracking URLs will answer that problem. Just include them in your ads in
* newspapers
* magazines
* flyers
* billboards
* press releases
* shop notice boards
* and so on
(2) Use the time reports
The date and time when clicks are made will allow you to check the progress of your ads, for example
* has your newspaper ad been submitted yet ?
* has your billboard notice been removed ?
* how long does a magazine ad stay around ?
For a long running ad you can study the response and switch the link midstream if necessary to an improved web page.