5 replies to this topic

[twhittle]

[Moved to the Stats and Tracking ROI forum.]

Hi all...

I've been looking at PPC conversion tracking software on and off for months now, and I KNOW that it helps determine the success of a campaign.

But how accurate is it? I'm trying to study up on cookie dropping and tracking URLs (the tracking URLs are easy enough) because I have a client that advertises through me, and is animate about tracking his buyers. But one of the issues is that the user must LEAVE the site and go to a corporate site to actually make the purchase!

Besides the complexity of this so far, I'm really questioning accuracy. I'm thinking, what if a user searches from work, and then calls on the PHONE to make a purchase? Track THAT.

I've used Webtrends now for a looooong time, and still am telling clients "yes, this DOES give you a good indication of the kind of traffic that you're getting...but DO NOT take it number for number as things happen to log files all the time."

So, I guess I'm asking for feedback on a few things. 1) Do you agree with the whole accuracy thing? and 2) Am I making the whole conversion tracking thing more difficult than it really is and if it's so easy, give me proof.

I really do think ROI and ROAS are important aspects for my clients and really want to offer these services, but am just a little leary about pulling the trigger.

What say you?

Todd

Edited by Jill, 06 October 2003 - 05:18 PM.

[mopacfan]

Todd,

I've just started using index tools site reporting service and I have found the ppc tracking and the conversion tracking very helpful. Without having to create additional 'landing pages', with a small query string, I can track adwords, overture and thomas register. With a small piece of javascript, I can track 'conversions'. In this case, it would be the completion of a sample request form or the contact us form. I can see how many hit the sample request page and how many actually got to the thank you page and where the thank you page was served from. Overall, I would recommend the service. If you try it out then wait a bit, they may offer the 25% discount that they offered to us.

Regards,

[Jill]

I find ConversionRuler really great for tracking that sort of thing, and it's very reasonably priced. You can read my review here.

Jill

[balz]

Interesting. Since they are jumping to two different sites, I would think you would absolutely need to use a cookie.

As for the scenario of viewing online then ordering over the phone. I would think you would need to generate some sort of unique id number. (fyi- i've never had to try this)

But let's say that when they go to your website at the top is a thin masthead that says something to the affect of "Welcome to Widget, co., your id number for this session is 121212 which is also part of your cookie. This would stay visible throughout the site.

When they place their order via phone, you ask for the sesion number. I would think you could then tie the phone order with the online visit.

Would this work? I'm looking forward to hearing more responses to your question from some of the more knowledgeable forum members.

b.

[projectphp]

...or use a clickthrough server. That is what SE use to track PPC clicks. Just direct a user through a server that does 301 / 302 redirects, and you will be able to track whatever you want.

As for accuracy, it all comes down to degrees. I always question what use absolute numbers ever are, ever have been, or ever will be. As with keyword research, absolute figures are over rated, and in terms of ROI, 90% accuracy is probably close enough, and most tracking will be a lot closer to 99% accurate than 90%. It really depends upon what you need those figures for. In terms of validating or invalidating a campaign, 60% accuracy is probably good enough, as if on 60% of the traffic you aren't getting a good return,. changes need to be made. ROI as a trend is very important, not as an absolute.

If ROI is negative, or trending downward, then you need to make adjustments. If ROI is positive, you either need to continue doing what you are doing, or look for tweaks that work. 100% accuracy isn't really needed to garner this information, however if that is a requirement that your clients have, then you need to look at either server side includes or a tracking server.

[prophecy]

...or use a clickthrough server. That is what SE use to track PPC clicks. Just direct a user through a server that does 301 / 302 redirects, and you will be able to track whatever you want.

I wouldn't recommend using a clickthrough server because then you lose the value of that link to your site. You would be pointing to another site instead of your own. A good ROI / PPC tracking tool should let you link directly to your site.