Close
Join 237,000 weekly readers and receive practical marketing advice for FREE.
MarketingSherpa's Case Studies, New Research Data, How-tos, Interviews and Articles

Enter your email below to join thousands of marketers and get FREE weekly newsletters with practical Case Studies, research and training, as well as MarketingSherpa updates and promotions.

 

Please refer to our Privacy Policy and About Us page for contact details.

No thanks, take me to MarketingSherpa

First Name:
Last Name:
Email:
Text HTML
Join Our Research Team at DMA 2014
Sep 15, 2009
Article

New Chart: Conversions are a “User-Defined Event” for Search Marketers

SUMMARY: The most important consideration when defining a conversion event is that it matches your organization’s most important strategic goals and is realistic enough to produce actionable data.

Primary Conversion Events Used in Search Marketing


View Chart Online


Click here to see larger, printable version of this chart


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.

Post a Comment

Note: Comments are lightly moderated. We post all comments without editing as long as they
(a) relate to the topic at hand,
(b) do not contain offensive content, and
(c) are not overt sales pitches for your company's own products/services.










To help us prevent spam, please type the numbers
(including dashes) you see in the image below.*

Invalid entry - please re-enter




*Please Note: Your comment will not appear immediately --
article comments are approved by a moderator.