Attribution & Performance Tracking
About Attribution & Performance Tracking
Search Engine Marketing has become popular because it has the ability to make clear connections between customer activities to best measure Search campaign performance. The key to success is leveraging numerous data streams, powerful performance tracking, and attribution tools and technology.
However, when Search Engine Marketing tools and technologies are not properly implemented, they don’t provide an accurate measurement of performance or attribute conversions to the right sources. Also, many “off-the-shelf” tools for performance tracking only look at the last place a searcher clicked as the source of a conversion, instead of also looking at any other activity that may have influenced a consumer’s buying decision.
At IMPAQT, we’ve helped our clients improve their attribution and performance tracking by implementing off-the-shelf tracking solutions. We use our own proprietary tools that succeed where other tools fall short. We also work with our clients every step of the way to ensure that performance tracking is properly implemented.
Attribution & Performance Tracking in Action
A leading hotel chain, with thousands of locations throughout the world, wanted to drive qualified traffic to specific landing pages via Paid Search, while hitting an aggressive goal for a Return on Ad Spend (ROAS). The client also lacked the ability to track which locations were receiving both traffic and conversions, because the client’s site did not have unique URLs for each location.
What We Did
- We checked the client’s existing tracking setup and URLs to find improper or nonexistent tracking parameters.
- We then completely restructured the client’s URLs so that the proper tracking parameters could be implemented to help us attribute conversions properly.
- Once enough data was gathered, we used our tools to compare and understand the relationship between different demographics, their locations, and conversion rates.
- To maximize budget, we also reorganized the client’s campaigns so that they were specific to location, branded, Top City buckets, and other demographics.
How It Worked
Our efforts helped the client achieve these results:
- Maximized visibility for more than 14,000 keywords by allotting specific budgets to each campaign.
- Consistently exceeded ROAS by over 36%.
- Increased ROAS by 60.2%.
- Increased gross revenue by 25%, totaling more than $12.8 million.
Attribution & Performance Tracking