One of the most common mistakes made when dealing with conversion rates is confusing the use of different types. In analytics, a conversion event is referred to as a "user-defined event." In other words, it can be anything you want it to be.
PPC search marketing is able to maintain the accountability and a results-driven approach that makes it so effective by embracing conversion metrics other than the immediate sale of a product. By tying bidding to performance and performance to actionable mid-funnel metrics, search marketers have neatly side-stepped the argument all together. On the other hand, some tactics like online banner advertising are still going through a strategic identify crisis (is it branding or is it direct response?) which continues to hinder accountability.
The harder a conversion metric is to define and collect, the less data you will be left with to make a marketing decision. Ideally, an organization will collect multiple conversion metrics in order to gauge the effectiveness of search marketing throughout the purchase funnel, not just at the end.
The views and opinions expressed in the articles of this website are strictly those of the author and do not necessarily reflect in any way the views of MarketingSherpa, its affiliates, or its employees.