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Comparing 3 Conversion Tracking

Comparing 3 Conversion Tracking

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Published by Larry Williams

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Published by: Larry Williams on Jul 23, 2011
Copyright:Attribution Non-commercial


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Comparing 3 Conversion Tracking Processes
Selecting the Right Conversion Tracking Methodology
White paper
Executive summary
Experienced online marketers know that you can‟t measure what you can‟t track. And with campaignsthat extend across Bing, Google, and other publishers, it‟s essential to be able to integrate,
track, andoptimize various conversion metrics to meet strategic and tactical marketing goals.
But how is a “conversion” defined? And how is it specifically tracked? Unfortunately, there‟s no one
answer as that can vary across all publishers. And with third-party campaign management platforms,such as SearchForce, DART, Omniture, and Google Analytics, there can be an added layer ofcomplexity.
In this white paper, you‟ll learn how various publishers and solutions providers track conversions and use
so you can more accurately measure key performance indicators, improve campaignefficiency, and account for possible conversion tracking discrepancies that may arise.
Howconversionsare countedHow cookiestrackconversionsSelectingthe right conv.tracking method
1) How conversions are counted
Google, Microsoft, and Third-Party Providers
 Most online advertising tracking solutions use a small code snippet that you place on yourconfirmation/thank you page. When a user completes a specific tracked event and reaches a conversionpage, the code records that as a conversion.But tracking solutions vary based on how many different conversion events can be tracked on your siteand how the conversion data is reported.
Google AdWords
AdWords allows you to track multiple events on the same website. You can define custom action namesfor each conversion event and map those events to a predefined conversion type, such as lead, sale,page view, sign-up or other action.
Once the tracking codes are in place, you can view the conversions under the „Conv (1
click)‟ and„Conv (many
click)‟ columns. You can also view conversion
action data in the „Reporting & Tools
nversions‟ tab.
But keep in mind that AdWords
credits a conversion to a click date, also known as a landing date. That‟s
the date the user clicked on an ad and landed at your site. The user might complete the transaction thatsame day, or may come back after a few days.In either case, the conversion is mapped to the click date. AdWords will look back 30 days for a landingdate to credit the conversion to. So the number of conversions that are ultimately credited accumulateand update over that 30-day window.

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