Microsoft adCenter has launched a new application to help marketers to accurately track the traffic generated by their click ad campaigns.

The company said routine activities, such as visitors refreshing a landing page, can produce duplicate records for web traffic.

With adCenter ClickID, pay per click marketing professionals can reduce these "potentially erroneous clicks" to give a clearer picture of the number of visitors coming onto their site and ensure their referrals count matches the one from adCenter.

Microsoft said neither adCenter nor web analytics specialist can completely eliminate repeated page refreshes or duplicate calls.

However, ClickIDs does allow those responsible for pay per click services to track unique referrals from adCenter, it added.

According to Econsultancy’s UK Search Engine Marketing Benchmark Report, 43 per cent of online marketers said their return on investment had increased using pay per click marketing.