Conversion Tracking: "You Won't Miss Me if You Are Looking for Me!"

I recently worked with an advertiser who had an interesting concern. He contacted us regarding our conversion tracking code. This is an HTML code that is available on all advertiser accounts that can be added to each site they are promoting. This code, once a certain amount of conversions occur or a period of 2 to 3 weeks passes, will track any conversions that occur through 7Search. This provides information on which keywords convert, as well as the cost per conversion (CPC). This is a valuable tool that contributes to the progress of your campaign.

This advertiser contacted us because he was sure that if he didn’t have this code on his site, that he was missing out on conversions. This is not irrational. An advertiser wants to know if his website is working, and conversion tracking is one good way of finding that out. One could make the assumption that if the campaign is not tracking conversions, that you are missing out on sales. The reality is that action occurs on the site regardless of the code being placed or not. You do miss out on the ability to grow your 7Search experience.

Another scenario that has occurred is that the advertiser believes we track their action and then compensate them. We do not track your conversions for you on your site because we do not compensate you for your efforts. If you are an affiliate marketer, your commissions are most likely tracked by your affiliate marketing company (Peerfly, PMI, Commission Junction). You can contact them for information on this. If you are an independent marketer with your business, you should have some form of analytics that allows you to track for conversions, and a checkout page that performs your sales functions. Our code tracks when a conversion occurs on your site because of actions on our network. We wouldn’t be able to record all the actions on your site, but that doesn’t mean that you are missing out on conversions if our code isn’t in place.

Choosing not to have our code placed on your site can make your progress on 7Search more difficult. The rationale for adding our code is simple. The information is extremely valuable because you can make more informed decisions on the direction of your campaign. If you know what is working for you, you have a better chance of making positive progress in your campaign. The adjustments you can make with this data helps to increase the chances of further conversion.

I had to explain to this person that they needn’t worry. If you have commissions coming your way, you should have a check coming your way. You can always check in with your coach or representative to check the status of your account. I encouraged them to add the code if they could, so as to better optimize their efforts. I also suggested that they add a form of analytics, so they can further optimize their efforts and track the actions on their site with customized reports.

So, no worries. You are not missing out on conversions if you do not have our code on your site. You simply miss out on the chance to learn from them. We always recommend adding this for both your benefit and ours. If you haven’t, perhaps you should consider it for the New Year.