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Business.com Conversion Tracking to Improve ROI

Business.com Conversion Tracking is provided FREE to our clients to help them measure and optimize their Business.com pay-per-click advertising campaigns.

This new feature allows clients to clearly see how many prospects who clicked on their Business.com listing(s) converted into a lead or customer. By applying an optional value to different conversion events, such as a whitepaper download or RFQ form completion, Business.com Conversion Tracking also shows search marketing campaign ROI.

How does Business.com Conversion Tracking work?

Once you place your unique conversion code on your web site, our system is able to link a Business.com site visitor to a conversion action on your site through a browser cookie. When a cookied Business.com visitor hits a conversion page on your site, our system records a conversion along with the keyword searched and which of your listings the visitor clicked to reach your site.

The conversion count you see in our account management system will be the minimum number of conversions from Business.com visitors. Actual conversions will be higher than what you see because some Internet users block or delete cookies.

Please refer to our Privacy Policy for Business.com guidelines regarding personally identifiable information for our visitors.

How would conversion tracking help my Business.com pay-per-click advertising campaign?

Quite simply, Business.com Conversion Tracking provides the data you need to optimize your campaign. You can't, and shouldn't, assume that what you do to optimize campaigns on general search engines applies to your pay-per-click advertising campaigns on Business.com – we're a very different type of site with a more targeted business audience, a category structure, etc.

The most popular web analytics tools count the last tracked link clicked (or sometimes the first link clicked) as causing the conversion. This makes sense when you're tracking a very easy conversion that's likely to happen in the same browsing session. It doesn't make sense, and gives a misleading view of keyword/campaign ROI, for many business buying-related conversions that occur at some time after the original visit, such as completing a "Contact Us" or RFQ form on your web site, or making a purchase.

Business.com Conversion Tracking "uncovers" the impact of your Business.com campaigns by capturing both short-lead and long-lead conversions from Business.com visitors that clicked through to your site over the prior 90 days. To learn more about the benefits and shortfalls of various conversion tracking tools, download our whitepaper, Unlocking the B2B Web Analytics "Black Box".

How do I get started with Business.com Conversion Tracking?

For these step by step instructions in an easy to follow guide, view The Simple 3-Step Guide to Business.com Conversion Tracking.

Questions about Business.com Conversion Tracking? We are here to help. Just contact your Account Manager or Customer Service at 888-441-4466 or customerservice@business.com.

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