April 18, 2009 by Simon King
Anyone who deals with PPC accounts on any sort of level will know just how important Conversion Tracking is to an account. Without it you’re essentially blind – you can optimise your keywords and ads to increase the click-through rate and lower the bid costs as much as you like, but if you have no idea which keywords are actually leading to sales then you have no way of knowing which clicks are making you money and which are never going to lead to a sale. Essentially, without Conversion Tracking, managing a PPC account is little more than educated guess work.
Conversion Tracking works by placing tracking code on a certain page of the website, to register that a goal has been achieved. Usually the code goes on a thank you page after a sale so you know when you have made a sale or generated a lead as well as, crucially, from which keyword that sale or lead was generated.
However, there are issues with it, ways in which the data can still be flawed or overly vague, for instance, what if somebody was to make several enquiries after reaching a website, essentially they’re all the same lead so you wouldn’t want them to be counted more than once by the system.
TBC9
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