Tracking of your Pay-per-click SEO strategy without logs

Like any other situation where money is being spent, a functional SEO strategy that involves PPC marketing requires a mechanism for auditing the ROI. The simple fact that there are more leads coning in after implementing PPC is not enough because one needs to know which keywords are working, and if inquiries coming in from the paid inquiries are converting into leads. This is important to establish it the PPC campaign is profitable.

In the absence of proper site logs, a web developer/producer can user client-side or preferably server-side scripts to automatically capture visitor data that can be used to establish how a given visitor found the web-site. The most common way of doing this is to take a glance at server logs and if cookies as session variables are properly implemented, it is possible to know where people are coming from. However this is still a few steps away from knowing what percentage of the traffic comes from the paid keywords.. A step further is to establish if the lead quality for the PPC traffic is good enough to merit the expense. This can be dome by tracking the origin of every inquiry from the entry point.

Basic web analytics applications are often no able to seamlessly track visitors and attribute their visit to a given source. However, by employing a few lines of server-scripting, it is possible to reveal the connection between leads and a given source.
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I was able to accomplish this objective by using ASP (or any other scripting language) to capture essential HTTP variables at the beginning of a session and store this information as session variables that are submitted when the visitor converts into a lead along with his/her contact information.

Naturally, this is a patching process and the ideal situation would be to untilize a favourable CMS application that has the ability to track anonymous prospects until they convert to known leads while submitting the tracking information along with other user information.

If you would like to obtain ASP code to implement this process, please contact us