Importance of Tracking in PPC

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April 9th, 2008 by Mike

One of the most important areas to consider when beginning your pay per click(ppc) campaign is how/what you need to track. Traffic will be landing on your website and you need to be able to view the habits and patterns that people create when navigating around your website.

So many of my clients drag their feet when it comes to inserting tracking codes onto their website. Some fail to understand the benefit, while others struggle with their web developers to have them inserted promptly.

There are two main forms of tracking that we employ when running an Ad words campaign:

Google Conversion Tracking

Google Analytics

Conversion Tracking is very simple and only involves the insertion of a small piece of code onto one page of your website. Conversions are regarded as something that you deem valuable, from someone sending through an email enquiry to making a purchase online. The data provided by conversion tracking allows optimisation of the account to be more thorough, looking at areas of high CPA and adjusting accordingly while also being able to see high cost areas that don’t convert at all. It is a necessity to have conversion tracking installed on all ad words accounts before they go live.

Google Analytics differs from conversion tracking. With over 80 reports, your account will track visitors through your site and will keep track of the performance of your marketing campaigns, whether they are Ad words campaigns, email campaigns or any other advertising programme. It offers us a wealth of information about how users navigate your site, the amount of pages they view and the time they spend on the site. To set up analytics you need to insert a piece of code onto every page of your website. The information that you can glean from this is invaluable. The most appealing thing about Google Analytics is that for all its usefulness and information, it’s FREE! So you have no reason for not utilising its benefits.

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