Posts Tagged custom variables

4 PPC Tracking Essentials for Small Businesses

All too often I see small to medium-sized businesses spending considerable amounts of marketing dollars on PPC campaigns without having implemented even the most basic of tracking solutions. Other businesses seem to accept that Google’s Conversion Tracking is as good as it gets, and have yet to realize the benefits of having more detailed (but still very simple) goal, event, ecommerce, and custom variable tracking in Google Analytics.

Google AdWords and Google Analytics provide fantastic free of charge functionalities for tracking, measuring, and evaluating the performance of your PPC and non-PPC marketing campaigns, helping you to make more informed decisions about how to improve your return on investment (ROI) from your online marketing activities.

Here we will explore 4 tracking opportunities, which could help you better understand and improve the return on investment (ROI) of your online marketing activities. Depending on your website, all 4 tracking methods may not be relevant, but most websites should look to implement at least two of the below.
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