Associated Northcliffe Digital is standardising the way it measures and analyses web traffic across its entire network, to give advertisers and commercial partners a better understanding of user behaviour across its 113 site portfolio.

The digital media company will roll out the use of Intellitracker, its web analytics measurement tool, across all sites over the next six months.

It is already in place across much of AND’s network including its newspaper sites, which have seen exponential growth in visitor numbers, according to latest ABCe results.

AND’s latest round of March ABCe audits, revealed that The Mail Online, which only launched three years ago, had 6,518,700 unique visitors during the month, year on year growth of 139%. Thisislondon.co.uk recorded 3,585,498 visitors (up 130% YOY) in the same month and Metro.co.uk, which only launched 15 months ago recorded 2,086,054 visitors.

In addition to its newspaper platforms, the AND network contains expert specialist websites such as Findaproperty, thisismoney.co.uk, Motors.co.uk, Homes & Property.co.uk and LoopyLove.co.uk amongst others.

Martin Corke, advertising director at AND said: “Having Intellitracker across the whole of our advertising network means that we can help plan advertising campaigns more precisely and effectively for clients based on a range of different variables. These may include the popularity of specific website content or audience interaction with individual features.“