Pay Per Click Consultants – Event Tracking:
Pay per click consultants are seeing more and more sites that are not built for traditional PPC conversion tracking. With the traditional (read: easy) method, you simply have users hit a “thank you” page after they submit your inquiry or sign up form. The conversion code is placed on that thank you/confirmation page, which triggers the tracking in Adwords (or Bing, or Facebook, etc). Without the thank you page, conversion tracking is still possible, but it gets a little tricker…
So, how do you track paid search conversions without a thank you page? Event Tracking is the answer. With a small snippet of code, you can pass a conversion for when someone clicks an “action” button on your site (i.e. submit). This will flow into Google Analytics as an “event.” Events can then be set up as a GA “goal.” The goals can then be imported into Adwords as a conversion. Phew!
It’s a lot more effort and steps, but conversion tracking is essential to optimizing a pay per click campaign to a positive ROI and success!