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The conversion monitor
Conversion Tracking : Measuring Return On Investment
Conversion Tracking helps you to go beyond the basic evaluation metrics such as click through rate to assess the impacts of your search engine marketing activities. It measures the number of conversions initiated by paid search campaigns.
Each instance should be measured individually to supply you with ample data to identify keywords that bring the most value to you. It might happen, that two keywords have similar click through rates but one of them converts visitor much more efficiently than the other, thus creating you more revenue. Let’s see an example:
Data available from the conversion tracking unveils the fact that the traffic Keyword B brought in is much more valuable, compared to Keyword A`s traffic.
Conversion tracking also helps you identify keywords from the long tail that might not be obvious but still manage to create a healthy revenue.
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