Campaign Tracking for Paid Search: Tracking Sophistication

Chapter 7 of Paid Search Set Up

Tracking sophistication determines the level of granularity in the analysis of paid search campaigns, depending on the data available and measurement systems in place. This chapter discusses the different levels of tracking sophistication that can be applied to paid search advertising.

29 minute read

The level of sophistication in advertisers’ measurement systems will determine the granularity of data analysis and the potential insights gained. This chapter looks at the different levels of tracking sophistication that apply to paid search. It covers:

Tracking levels: What are the eight levels of tracking sophistication in digital marketing and the key metrics they are linked to?
Data sources: Advertisers looking to increase their level of sophistication should factor in data from multiple sources – which sources are a good starting point?
Example goals: What are some practical examples of tracking sophistication at each level and the possible insights that could be derived?