How can we help you?
Our application offers a flexible approach to tracking conversions and/or revenue. Revenue can be tracked in four fundamental ways:
Each method has its own benefits and drawbacks. Our goal is to allow you to use the method that makes the most sense for your business.
Google, Yahoo, and Microsoft all offer their own tools to track conversions. Setting up a publisher tracker involves adding a snippet of JavaScript code to your website. This code is publisher-specific and is available directly from the publisher. The primary benefit of using the publisher tracker is that keywords do not need to have unique keyword IDs since the publisher will handle tracking. Our application will download the revenue and conversion information as part of the publisher cost reports.
Similar to the publisher javascript approaches, we offer you a tracking system for revenue capture. The advantage of using the Tracker is that you will only need a single JavaScript snippet to handle all search engines. Using the application's tracker pixel requires that each keyword have its own URL with a unique keyword ID.
Regardless of which integration you use and where your revenue data comes from, the same set of rules are used to attribute this data to objects linked into your client account. Here are the set of rules we use:
Creative ID: This is what appears in the Creative ID column in the platform-ready revenue file.
Keyword ID: This is what appears in the Keyword ID column in the platform-ready revenue file.
Keyword and Match Type pair: This is what appears in the Keyword and Match Type columns in the platform-ready revenue file.
Our application offers a comprehensive revenue upload capability. Revenue upload is the most popular approach to revenue capture. A file can be uploaded containing the conversion events that correspond to specific keywords. Revenue upload is the most “accurate” approach to revenue capture because it eliminates any discrepancies between your internal systems and what is used within the application. Revenue upload allows tracking of offline conversions, such as 800 number calls. Revenue uploads also require unique keyword IDs.
Our application has working integrations with SA360, Omniture, and Google Analytics today. For example, by linking your keywords to placements, we can capture recorded revenue events, making revenue capture seamless for customers. Contact Client Services for more information.
For many search marketers, there are often several different ways in which a site visitor can convert. For example, a visitor to an e-commerce site might make a purchase, sign up for a newsletter, or look up the location of a store. Each of type of conversion is valuable to the retailer, and for optimal search management, each should be consIDered when determining the success of a creative or keyword. Our application also gives you the visibility to understand which keywords are driving which types of conversions, and lets you adjust your bidding strategy to reflect differences in bids.
To learn more about setting up conversion types, including details about total conversions, total revenue, and the ID associated with your conversion type, check out our Setting Up Conversion Types Advanced Guide.