SEM Tracking

Effective search engine marketing (SEM) campaigns, which include search engine optimization (SEO) and pay per click (PPC), are reliant on understanding which campaign aspects generate lead conversions.

Though you may have a clear understanding of online conversions from SEM campaigns, how do you track conversions that come through phone calls?

With Mongoose Metrics’ AccuTrack Session, you can accurately capture offline phone conversions that result from various SEM campaigns, and associate each with a specific keyword, organic or paid search, and PPC campaign, ad group and ad.

This information can then be fed into web analytics, PPC platforms and bid management software, and paired with online conversions to see a complete lead-conversion picture. With this data, you can better evaluate campaign performance, make adjustments and maximize ROI.

How It Works

As a visitor arrives to your website, AccuTrack Session records the visitor’s source information, including search engine, search type, keyword, and PPC ad, and then shows a unique call tracking number via a Javascript snippet installed throughout your site. As a call comes in, Mongoose automatically associates the tracking number with the visitor’s lead information and logs the data for analysis.

Resources

Read the following blog posts to learn more about how call tracking can support keyword selection and PPC campaigns:

• How Keyword Data Can Improve Campaign Performance
• Completing the PPC Lead Conversion Picture with Call Tracking (guest post on WordStream.com)
• How to View Call Tracking Data Inside Google AdWords