Guest post by Matt Cannon.
Have you ever wondered whether your PPC or SEO campaign is worth the investment? Are you ever frustrated because no matter how much you test and tweak your campaigns, nothing seems to improve?
At the root of both problems is quite frequently the same thing: incomplete and/or overstated lead tracking. PPC advertising consultants and management companies see this play out time and time again when we dig into why a prospective client has been treading water.
Accurately tracking website leads — phone calls and form submissions — is much more complex and nuanced than one may think. Because Google Analytics is very limited in its phone tracking capabilities, and because form and phone lead numbers are often inflated by spam, sales solicitations and the like, companies have a hard time determining how many true sales leads are being produced as a result of their online marketing campaigns.
The slide presentation below, How to Track and Validate Website Sales Leads by Marketing Channel, provides step-by-step technical instructions for putting in place a backend system that enables you to know how many leads are being produced, and precisely from where the leads came.
With this information, company leadership can accurately assess the ROI of their campaigns, and campaign managers have accurate data with which to optimize campaigns quickly and, in many cases, dramatically. Read the slide presentation now:
About the Author: Matt Cannon is Director of Web Services at Straight North, an Internet marketing agency that offers SEO, PPC and web design services. Cannon manages all web development activities to make sure that each project is applying current development standards and techniques.