Campaign Tracking for Paid Search: Implementation

Chapter 8 of Paid Search Set Up

Implementing effective tracking systems for paid search is a crucial step that enables campaigns to be assessed and optimised based on how they are performing. This chapter discusses approaches and methodologies for tracking.

By Econsultancy

13 minute read

Tracking the performance of paid search ad campaigns allows them to be assessed in terms of how they are meeting their objectives, and where improvements can be made. This chapter looks at how to implement effective campaign tracking systems. It covers:

Granularity: To ensure detailed tracking, what are the most common disconnects between data availability and stages in the customer journey that advertisers should work to avoid?
Levels of reporting accuracy: What are the 10 levels of reporting accuracy that advertisers can use to check how detailed their reporting systems are?
Systems and methodologies: What are the main options for tracking paid search success and what techniques do they use to track performance?