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.