January 2011 Release Notes
This release adds support for imported external conversion event data from external or offline systems, and provides other improvements and enhancements.
External Conversions: Tag-less Tracking
External Conversions: Offline or Latent
Online conversions often don’t capture all of the revenue generated by paid search advertising. Some conversions occur only after a call center interaction, or the final value of the conversion cannot be determined until some subsequent approval or event takes place.
These offline or latent events are usually tracked in some external system, and this conversion and revenue data can now be imported into ClickEquations for detailed keyword-level result reporting, fully attributed revenue, and accurate bid management decisions. External conversion and revenue data can be manually uploaded to ClickEquations on an ad-hoc basis, or delivered automatically via FTP.
Improved Conversion & Revenue Reporting Customization
ClickEquations now supports six online and six external conversion events. Clients can customize the names of all twelve events (including the primary online conversion event), and decide to include any combination of these twelve in the universal ‘conversions’ and ‘revenue’ roll-up metrics. For example, a client might decide that their ‘conversion’ metric includes the summed number of events marked for online conversion event 1 and online conversion event 2 plus offline conversion event 1. Clients can view the rolled-up conversions and revenues and/or each of the twelve individual conversion events in custom Manager reports or via ClickEquations Analyst.
Column Customization in ClickEquations Manager
ClickEquations Manager can now be customized for more relevant reporting and better management decisions by adding, removing, or re-ordering the fields on each available tab. Optional and manageable fields include all online and new external conversion events plus key metrics previously available only in the Reports tab such as Average Order Value, Cost Per Acquisition, Assists, Gross and Net Profit, ROI and ROAS, and others.
Improved Bid-To-Position Precision
Any bid-to-position rule can now include decimal places in the target number. For example, a bid rule can now target position 1.35.