System and method for tracking user activity in an incentive award system

A method of efficiently detecting a visit to a web site participating in an incentive award program, wherein the visit is detected at an information gathering system and wherein the information gathering system provides the incentive award program, the method comprising:

• receiving, at the information gathering system operating on the Internet, a request message from a user including an award identifier, wherein:
• the information request message conforms to an Internet protocol,
• the award identifier is associated with a predefined user activity and a certain amount of incentive award points for future redemption by the user,
• the user sends the request message by activating a hyperlink presented on the participating web site during the visit, and
• the participating web site is operated independently of the information gathering system;
• automatically identifying a desired destination based on the request message received from the user, wherein the hyperlink advertises the desired destination to the user and wherein the desired destination is distinct from an address of the information gathering system at which the request message is received and from the participating web site;
• and
• sending a redirect message to the user, wherein the redirect message directs the user to an Internet address of the desired destination, and wherein the redirect message conforms to an Internet protocol.