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Chapter 15. ROI Tracking Tips > Conversion Issues

Conversion Issues

The Internet is a data analyst's dream. A wide range of online marketing efforts can be tracked from ad view, to ad click, to final transaction. Logging detailed data about the customers' travels to the checkout line is no trouble at all either, including the time of day or the path taken once at the web site.

Whether you're using ROI tracking reports to assess your paid listings or other Internet programs, remember that just because online purchases can immediately result from these promotional efforts doesn't mean they always do. Don't be hasty in cutting nonperforming parts of your advertising campaigns. Your ROI solution isn't always accounting for deferred or offline conversions.


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