Google rolls out new conversion-tracking tool

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Menlo Park, Calif.—Google Inc. has introduced a metrics tool, Estimated Total Conversions for AdWords, that attributes conversions from paid search campaigns to both on- and offline interactions. The new service provides marketers with a unique identifier code to track customer clicks from their AdWords paid search campaigns, and the actions they take on landing pages. Later, when a customer converts offline, the code can be entered in AdWords along with details about the type of conversion and when it happened, Google said in a statement. The compiled data can display which keywords and queries are contributing to new lead submissions as well as actual sales.
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