Conversion Tracking and Defining Success

Search Engine Marketing is so often touted as the best thing ever to happen to marketing, the be all and end all of promotion and the most trackable and closely scrutinized of all marketing avenues.
Many companies start out with the mentality “Ok we need to do SEM, get it setup and lets spend some money getting all the clicks we can get” without giving a thought to what they REALLY want to get out of their SEM campaigns. The more clicks a company generally receives and the lower their Cost Per Click the happier they are and there are always lots of handshakes at meetings and happy campers.

This mentality is WRONG!!!!! Let me explain why. Before any search marketing campaign starts you should truly consider what your business goals are, some examples would be; Customer Acquisition, Information Requests (customer submitting a request for more information from your company), Click Volume, Revenue Per Visitor. Now there are many more potential positive outcomes from your search marketing but they were just a few examples. The reason why basing your SEM success purely on click goals or cost per click is that it doesnt accurately reflect your businesses ROI and this is where conversion tracking comes in.

Conversion tracking works by inserting code onto your website which allows marketers to track actions on your website and correlate which keywords, ads or adgroups are driving the greatest amount of real value to your business. This isn’t rocket science and let me reiterate what i am saying here; Without conversion tracking or properly defined business goals which allow for some kind of real world measurement of success you are THROWING YOUR MONEY AWAY!

Ok, so now that we have my little rant out of the way you may be asking “what options are there for tracking success on my website?” Who would have guessed that there are literally hundreds of free solutions out there however the two most obvious and most powerful are Googles conversion tracking and Yahoo’s conversion tracking tools. Both of these are good, free, solutions which allow every aspect of your campaigns to be measured against your business goals, optimised to increase the performance in relation to that and also to easily be reported on.

The distinct advantage that Google’s conversion tracking has over Yahoo’s tool is that it ties directly into Google Analytics and then becomes a far more powerful tool for tracking every aspect of your sites performance.

If you have any questions regarding conversion tracking and how it can benefit you, or if you just think you need some help in defining your business goals. Come on over to and we are more than happy to speak with you!

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