To make the most of your Internet marketing strategy, you will undoubtedly be using some form of pay per click (PPC) advertising system.  If you aren’t yet using it, pay per click is a form of online advertising that involves paying only for the number of clicks that your advert receives from web users.  The most popular PPC system is Google AdWords, although there are other options such as Yahoo Search Marketing and Microsoft adCenter.  But simply gaining clicks on your advert is not enough; these clicks need to be converted into a desired outcome called conversions.

To anyone using PPC, tracking conversions is essential.  A conversion in this sense happens when a user clicks a PPC advert, and that click leads directly to one of your required results.  This may include buying, signing up, leaving their details or simply reading something.

Tracking these conversions is of vital importance to your business because it allows you to make better decisions about how to use your ads. It allows you to adjust and experiment with different headlines and keywords and check that ads lead to optimum conversions.  It is a simple way to check your ROI (Return on Investment), make budgeting alterations and make future choices based on this data.