Richard Teahon

Conversion Attribution through Keyword Tracking

Conversion attribution is simply the factors which prompted a customer or client to buy a product or service from your business.  Identifying the drivers for the sale will greatly assist the allocation of marketing funds.

Conversion attribution is in a nutshell, the factors which attribute to a person finding your business online and purchasing a product or service.  To take this to the nth degree, it begins which what prompted an initial search for the product or service in the first instance.

Consider:

·         Radio advertisement

·         Television advertisement

·         The customer or client need for the product or service

These elements barely scratch the surface of the drivers for customer or client purchases and subsequently are the hardest part to track when ascertaining conversion attribution for your business.

One method is to ask the customer or client to complete a short questionnaire.  Though the data cannot be considered 100% reliable and should be taken with caution.

Presuming a client or customer is going to perform an online search for your business, the task of gauging the factors for conversion attribution becomes a little easier though not without its difficulties.

This is where keywords come into play, and through tracking the keywords which led to a purchase, your business can better gauge its marketing spend ensuring every penny spent on promoting the business and the brand contributes to making the sale.

However, consider the following scenario:

·         Customer hears radio advert for your product.

·         Customer searches for your product on Google.

·         Sees your PPC advert and clicks it.  Browses the site makes a mental note of its URL.

·         Searches organically and finds the site once more.

·         Buy a product.

Do you attribute the sale to the organic search on the initial PPC ad?  It would depend on how you were tracking the keywords on what you would conclude.  A significant problem arises if you cannot track the keyword from the start of the process to the end purchase.

Consider this scenario:

·         You have two PPC ads running for the same keyword.

·         Customer hears radio advert for your product.

·         Customer searches for your product on Google.

·         They see your add which specifies the contact number for your business.

·         Customer dials the number and buys product.

Here the problem lies in identifying which ad prompted the customer to pick up the phone and buy?

This problem together with many others attributed to conversion attribution and keyword tracking have been addressed to varying degrees of success.  The better companies in this field have managed to track a keyword right through from the initial search to the final sale.

The better call tracking software has also managed other processes such as recording call conversations, staff performance management, and sales lead conversion, in addition to keyword call tracking.

Article Tags: Conversion Attribution, Keyword Tracking

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