Straight North is a marketing agency that has a simple motto of "Make every click count." Such a philosophy refers to the use of search engine optimization in promoting websites. There is a firm belief that every time a user clicks on a link on clients' websites, something productive should occur. For example, reading information about a product that is for sale is considered to be productive because there is a chance of a sale. In order to precisely measure click-through rates, Straight North installs analytic software on clients' websites. Such tools help with tracking the net flow of visitors from search engines such as Google and Bing. Essentially, web metrics can provide details about the origin of any visitor by identifying an IP address. Daily reports can be generated to highlight the different countries that send traffic to a given website. The history of activities of visitors are used to make adjustments in web pages.