External Conversion Tracking
Conversions can be measured in a lot of places – phone tracking, CRM databases, web analytics software.
ClickEquations allows you to easily import these external conversions, allowing you to analyze, optimize and set bid rules on the full value of your paid search campaigns in one place.
With ClickEquations external conversion tracking, you’ll be able to see the true worth of your paid search campaigns and reduce time spent stitching data together.
How It Works
ClickEquations external conversion tracking works by connecting keywords in your account and the online clicks and visits they receive with offline (or externally captured) conversions and revenue using a unique ID for each keyword.
Up to six separate external conversion events can be tracked, in addition to the six existing online conversion events. These external events are imported into ClickEquations and then available on an individual or rolled-up basis in Reports, Manager, and ClickEquations Analyst (our Excel plug-in).
Conversion data (sales and revenues) from these external systems can be imported into ClickEquations which will then provide complete reporting on paid search results and bid management capabilities.
Offline or Latent Conversions
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 event takes place, such as an approval a loan application from an online lead.
These offline or latent events are usually tracked in some external system, and this conversion and revenue data can be imported into ClickEquations for detailed keyword-level result reporting, easy optimization, 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.
Bidding with External Conversion Data
With external conversion data imported into ClickEquations, you can create bid rules to to get bid suggestions or automate bidding on the full value of your campaigns.
Each Bid-To-ROAS, Bid-To-ROI, and Bid-To-CPA rule includes the option to use data from any group of conversion events to calculate current bid performance and new bid recommendations or changes.
The settings are very flexible. You can use any combination of internal or external conversion events.
- Keyword Zoom allows you to see inside keyword performance
- ClickEquations Adviser, our Best Practices alerting system
- Watch a brief ClickEquations demo video