Need help Tracking PPC vs Organic and respective ROI
-
So I have a client who uses PPC and Organic SEO to drive traffic. Once a user gets to the site, the most common action is to fill out a form.
I have Auto Tagging enabled in Adwords so all PPC clicks have "gclid" in the url.
I am also grabbing the Google Cookie and parsing it out to determine if the visitor is PPC or Organic.
So I have an if statement in my form code to pass PPC vs organic through the form for tracking purposes:
$url = 'http://' . $_SERVER['SERVER_NAME'] . $_SERVER['REQUEST_URI'];
if (false !== strpos($url,'gclid')) { ?>
Essentially this is saying:
If gclid is in the url, or if the cookie contains PPC
set the Web field as PPC Else
Set it as Organic.this is working about 80% of the time. I am trying to raise the accuracy. any ideas where I might be missing some data?
thanks
-
You say that your solution works 80% of the time - how do you know that? Do you have any ideas for why it wouldn't work for the other 20% of the time? Here are some of my thoughts -
1. Not all of your leads will likely be generated by Google (organic or paid). Are you taking into account that visitors who come from a link on another website and fill out the form should not be tracked as Organic or PPC? It looks like your script is determining every visitor who doesn't come from AdWords should be counted as Organic, and that may be what is causing the discrepancies in your data.
2. What about visitors who come from a search on Yahoo or Bing? Are they being tracked as Organic in your script?
3. It's possible that some of your visitors have cookies and/or Google Analytics disabled so I can see that messing up your data if you are checking the GA cookie.
I can definitely understand the value in passing the source info along through your form, but it looks like your script might need a little finetuning to track more accurately. I have actually ran into similar issues before with trying to pass the source of the lead through the end of the sales funnel so I can determine which traffic sources/keywords generated conversions that resulted in sales without needing a full blown CRM and developed a free tool called Convertable which does exactly what I was looking for. If you are still having problems with your script, feel free to give it a try.
-
TJ,
Why send the source info through the form? Are you passing it your CRM or something?
I typically just utilize Google Analytics to track the source. You can set a custom variable with the lead's name into GA if you want to match up leads.The avantage is that you can also track other lead sources like organic, social, etc. in addition to PPC.
Of course, if you're doing really high volume, this isn't real efficient.
-Rick
Got a burning SEO question?
Subscribe to Moz Pro to gain full access to Q&A, answer questions, and ask your own.
Browse Questions
Explore more categories
-
Moz Tools
Chat with the community about the Moz tools.
-
SEO Tactics
Discuss the SEO process with fellow marketers
-
Community
Discuss industry events, jobs, and news!
-
Digital Marketing
Chat about tactics outside of SEO
-
Research & Trends
Dive into research and trends in the search industry.
-
Support
Connect on product support and feature requests.
Related Questions
-
Custom funnel tracking - Google analytics - premium or normal
If I have funnel with more options on same step. E.g. PDP (product detail page) --> "Sign in page A" or "Sign in page B" (customer can choose) --> "Thank you page" How can I track both options in same funnel? Because if I set funnel in analytics like: 1. step: PDP, 2. step: Sign in page A and step 3: Thank you page -->
Conversion Rate Optimization | | Tormar
I would see "Sign in page B" like exit page, but it is not, because customers can choose and come through A or B "sign in" page. Pls help. Ty. 🙂0 -
Has anyone ever used Adwords' Forwarding Numbers as a Call Tracking Service?
Hi, I was taking over a client's Adwords account from a previous agency. It appears the former agency added the Google Forwarding Number (for call tracking on call extensions) and added it to the client's website. Therefore, if anyone calls that number from the website, it would register within Adwords (just not as a conversion but as a click under "call extensions") The problem: you can't filter by phone number (the same number calling +1 would indicate spam) you can filter by device (so tablet / computer) can be considered spam generally. Questions: Anyone ever used this before? Your thoughts? Does anyone know if there is spam coming from mobile devices now-a-days? Please tell me what I'm missing. Any advice / anyone else seen this / done this? Thanks Moz Community, Cole
Conversion Rate Optimization | | ColeLusby0 -
What is the B2B Benchmark for PPC Landing Page Conversions
I work for a B2B software company and have recently begun implementing PPC via Adwords. I was wondering what you guys use as a standard benchmark for a successful landing page, specifically conversion rate? Conversion rate being defined as someone clicking to the landing page, then clicking on a link or filling out a form on the landing page.
Conversion Rate Optimization | | Manseo0 -
To all the PPC expert :
To all the PPC expert, Im new with all the PPC world but im learning every day.
Conversion Rate Optimization | | WayneRooney
I wanted to ask if any one know if there is a good tool for organize / creating ads groups from a big keys list ? Another thing,
what is the best way to manage the budget for all the campaigns ? Thank you0 -
Is there a way to track who clicks on these links?
At the bottom of my single page posts, I have some related posts. I'd like to set up some sort of GA tracking that lets me know how many people are actually clicking on those links. Anyone know if there is a way to do this? Thanks!
Conversion Rate Optimization | | NoahsDad0 -
What should i do to get success with PPC only
Apart from SEO, As i don't know anything about PPC much its abbreviation, so is my question is that some of our client has been using this to leads their business. So can you guys please help how are the things and steps i should take care to work onto to get with PPC as well along SEO.
Conversion Rate Optimization | | Futura0 -
Proper Landing Pages for PPC ads
One of our sites is for a local Promotional Products company that focuses on local big businesses to set up accounts with. We are trying to grow our customer base with this site through use of a PPC campaign, but are unsure of where to send them. We were thinking about a page with content about what we do and our contact information, or putting together videos with this information to send them to. Does anyone have any advice for a killer landing page that not only is good for getting conversions for promotional products through PPC, but also could get us organic traffic? Thanks in advance for the help!
Conversion Rate Optimization | | ClaytonKendall0 -
Re-designed website... how to increase organic traffic?
We re-developed our website (adboards(dot)com) around 6 months ago. This has in turn led to a downturn in sales/visits. We have managed to get visits/sales increasing steadily but not to the level of the previous site. Even though we believe the new site is (seems) much more friendly both for SEO and potential customers. We currently run a PPC campaign which seems to bring in steady sales, the problem seems to be our organic traffic and getting our keywords ranked higher. We have tried various methods for increasing our organic traffic including:- Keyword Analysis for our landing pages Backlinking: From various directories and industry related sites Googlebase submission Blog relating to industry news & products Any advise on which area we should be focusing on or any obvious errors you can see on the site would be greatly appreciated.
Conversion Rate Optimization | | bwfc770