Choosing Not To Track The Conversion From Branded Terms In Your PPC

Following on from my researches into
different conversion results from Google Analytics and Adwords 
I also remembered that you can change the tracking parameters for Google Analytics.

This uses a little bit of code, a parameter
called utm_nooverride. It is appended to the end of URLs like this: http://www.yoururlhere.com/landingpage&utm_nooverride=1

This
basically stops the more recent click overwriting the "Source" information for
the visitor. This stops the "last referrer" getting the sale/conversion, which normally
happens in Google Analytics.

There are
basically two situations in which you might want to use this parameter. The
first is in emails to your house list. This means if someone converts as a
result of an email, you actually track them back to how they originally found
you. You can see how useful this could be if you are trying to track the ROI
from the original source and not the ROI of your email programme.

Secondly,
as explained in this ROI Revolution article you can use it on your branded Adwords.
Again, this is a technique to track the original visit to your site (the one
when they found out who you were) and not any subsequent visits where they
click on the Adword for your company name to return to your site. This is
useful if you are not a well known brand and are interested in tracking sales
back to the original "long tail" keyword, especially if you have the sort of
product or service that people don’t buy on the first visit but instead research and
refine their shortlist before making a purchase.

Related Posts

1. Are you getting different results for conversion from Google Analytics and Google Adwords?
2. Adwords conversion tracking update
3. Configuring Conversion Goals in Google Analyics – The Basics
4. New: Use Google Analytics Goals in AdWords
5. Tracking clicks from smart phones
6. Post-conversion Marketing
7. Google’s New Conversion Optimizer – The Worst Tool Ever….
8. Search metrics such as CTR and conversion rate are meaningless unless they deliver sales

This entry was posted on Monday, November 12th, 2007 at 4:30 pm. You can follow any responses to this entry through the RSS 2.0 feed. Both comments and pings are currently closed.