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Conversion Tracking: Evaluating Your Options | SearchForce
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Conversion Tracking: Evaluating Your Options | SearchForce

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In this SearchForce white paper, you’ll learn how various providers track conversions and exactly how they use cookies to store information. And part 3 includes a summary chart so you can choose......

In this SearchForce white paper, you’ll learn how various providers track conversions and exactly how they use cookies to store information. And part 3 includes a summary chart so you can choose the approach that works best for your business, improves campaign efficiency, and minimizes conversion tracking discrepancies.

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  • 1. Conversion Tracking:Evaluating Your Options Moving Beyond the “Last Click” SearchForceA SearchForce White Paper 2012 SearchForce
  • 2. ContentsExecutive Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 03Counting Conversions: More complex than at first glance . . . . . . . . . . . . . . . . . . . 04Using Cookies: Platform-by-platform difference . . . . . . . . . . . . . . . . . . . . . . . . . 07Making the Best Choice: Comparing three solutions . . . . . . . . . . . . . . . . . . . . . . 09About SearchForce . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
  • 3. Executive SummaryYou can’t measure what you can’t track. And – missing out on the opportunity to lowerif you’re tracking conversions from leads costs and increase sales.to sales, measuring clicks alone won’t giveyou a clear picture on the best approaches But setting up a conversion trackingfor boosting sales and ROI – and limits the methodology requires making somepotential of your optimization strategies. choices. Various publishers and third-party solutions use different techniques to identifyIt’s clear that PPC conversions – especially and track conversions.those with long-term purchase funnels – areheavily influenced by an intricate sequence In this white paper, you’ll learn how variousof clicks and offline searches that span providers track conversions and exactlyhours, days, or even weeks. how they use cookies to store information. And part 3 includes a summary chart soIn fact, according to a March 2012 report by you can choose the approach that worksSlingshot SEO, consumers took an average best for your business, improves campaignof 2.79 interactions before conversion. The efficiency, and minimizes conversionreport also noted that too many marketers tracking discrepancies.are emphasizing first clicks and last clicks
  • 4. 1) Counting Conversions:More complex than at first glanceGoogle, Microsoft, and Third- But keep in mind that AdWords credits a conversion to a click date, also known as aPatty Providers landing date. That’s the date the user clicked on an ad and landed at your site. The user mightMost online advertising tracking solutions use complete the transaction that same day, or maya small code snippet that you place on your come back after few days.confirmation/thank you page. When a usercompletes a specific tracked event and reaches In either case, the conversion is mapped to thea conversion page, the code records that as a click date. AdWords will look back 30 days forconversion. a landing date to credit the conversion to. So the number of conversions that are ultimatelyBut tracking solutions vary based on how many credited accumulate and update over that 30-different conversion events can be tracked on day window.your site and how the conversion data is reported Microsoft adCenterGoogle AdWords Microsoft adCenter operates differently thanAdWords allows you track multiple events on AdWords. In AdWords, conversions are attributedthe same website. You can define custom action to a click date. In adCenter, conversions arenames for each conversion event and map those attributed to the date the conversion occurred.events to a predefined conversion type, such as That means it’s not necessary to look back overlead, sale, page view, sign-up or other action. a specific timeframe to obtain the correct numberOnce the tracking codes are in place, you can of conversions.view the conversions under the ‘Conv (1-per- But adCenter does not allow for tracking revenueclick)’ and ‘Conv (many-per-click)’ columns. You and different event types. Microsoft adCentercan also view conversion-per-action data in the does, however, provide an analytics solution so‘Reporting & Tools ->Conversions’ tab.
  • 5. Advanced PPC Converstion TrackingTechniquesKnowing the best conversion tracking methods to use isessential to maintaining your competitive edge.You can’t measure what you can’t track. So you might ask, justwhat is a “conversion”?It depends. Tracking conversions differs based on specific search engines andyour tracking technology. So it’s essential to understand how different platformsreport results so you can best use your data to boost ROI and improve campaignperformance.In this white paper you’ll learn:1. Three ways publishers and solution providers use cookies and account for clicks on the path to conversion2. Major differences between Google AdWords and Microsoft AdCenter that could impact your conversion data3. Key techniques for optimizing metrics so you can track more clicks and benchmark results against your specific goalsClick here to download the rest of this white paper.
  • 6. AboutThe industry-leading PPC and online marketing platformWith SearchForce, you eliminate tedious manual processes through one customizable bidoptimization, campaign management, and reporting platform that offers: • Centralized user dashboard to manage multiple campaigns • A set of flexible bidding strategies to meet virtually any goal, with completesynchronization across all major search engines • Customized and consolidated reporting plus cross-channel conversion trackingacross all channels • Social media tools to make the most of advertising opportunities on Facebook • Advanced reporting and analytics to streamline campaign managementContact SearchForce today to find out more about how our platform can suit your needs: 3 Waters Park Dr. San Mateo, CA Phone (650) 235-8777 Fax (650) 312-8661 www.SearchForce.com