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Tracking Visitors for Best Results

conversion funnelAt left is the "Conversion Funnel", a standard diagram to illustrate how landing sequence design choices can either widen or narrow the volume of leads that make it from your PPC ad to your shopping cart or email. By paying attention to the behavior of visitors to your pages, you maximize the impact of your PPC ad spend.

The effect of a new PPC campaign can be measured instantly, and Google Analytics works with Google Adwords or any other PPC ad service to provide enough information to make good decisions.

Google Analytics is always one day behind, but provides more information than Adwords reports. Adwords reports can be tun at will. Reports can be configured to arrive in your email daily or weekly, and will cover most of the information you might want to track.

Most web statistical software shows which of your pages are most popular, where people enter each page from, and where they leave it, and offer averages. However, effective landing page sequence tracking requires PATH ANALYSIS. If you pay for every click, you want to know which of those clicks led to serious interest (based on a click past your first landing page), which led to a decision (based on a click to your action page), which led to conversions (whether the action was taken) and which led to viral marketing (if that is part of your model).

PPC Tarmac uses our own software (Path Track) which has been submitted as a module to the Drupal community for adoption. For now, hosting with PPC Tarmac is the only way to get path reports. Path Track statistics, in combination with those provided by Google Analytics and Adwords, completely charts the activity of visitors to inform the ongoing improvement of your campaigns and pages.

Adwords Data Types

Adwords reports provide the following data, and much more:

  • Ad impressions per day
  • Clicks per day
  • Click-Through Rate (clicks per impressions)
  • Page bounce rate
  • Average time spent on each page
  • Site conversion rate
  • Page views per visitor

Statistical reporting is a critical piece of PPC Campaign performance, once the results are analyzed, and the implications of those results applied to the keywords, the campaign, and the landing pages.

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