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Final year,Office Professional 2007, soon after Microsoft purchased aQuantive (and immediately after it misplaced its very first alleged bid for Yahoo), Microsoft officials were very hot to explain why Web lookup outcomes need to not be viewed since the only or most effective way to measure online-advertising achievement.On February 25, Microsoft gave the ad-measurement program — to which it formerly referred vaguely as “conversion attribution” — a new name and a specific launch vehicle.Microsoft;s new proposed ad-measurement metric is now called “Engagement Mapping.” And its “Engagement ROI” (return on investment) is a new integrated reporting capability for the Atlas Media Console, one of aQuantive;s ad platforms that is now owned by Microsoft.The beta for Engagement ROI begins on March 1, “with results expected to be available before the end of the second calendar quarter,” according to the Softies. The beta will be private. Testers will include a handful of Microsoft;s major marketing clients, including Agência Click + UNICA, Greatest Western International Inc.,Windows 7 Home Premium Product Key, BKV, Citi Cards, GSD&M Idea City,Windows 7 Home Basic Key, Ingenuity Media of The Martin Agency, Initiative, McKinney, MEC Interaction, Mindshare Interaction, Monster Worldwide Inc., Neo@Ogilvy, Sprint and World Vision. No word on when the company plans to release the last version of Engagement ROI.Engagement ROI will take into account “the impact that recency, frequency, size and ad format (such as rich media and video) have on a consumer;s on the web path to action.”The unstated implication: Users don;t buy a product because they discovered it via Google search. Instead, people visit a number of different Internet sites before buying. Tracking this behavior is important,Office Standard 2007, as Brian McAndrews, Microsoft;s Senior Vice President of Advertising and Publishing Solutions, explained final year,Microsoft Office Pro Plus 2010, as “the site that gets credit for prompting a user;s visit is the one that gets paid for it.”Final yr, McAndrews the tracking data would be culled from “individual computers; electronic signatures, not individual people.” Microsoft hasn;t providedany new specifics as to how it will measure user behavior as part of Engagement ROI or Engagement Mapping.