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Wednesday, October 08, 2003

Google Rolls Out New ROI Tracker for AdWords Clients

Google is releasing a new service which will help its advertisers track the performance of their ads, following the lead of competitors Overture and FindWhat.

Key points about the new service:

- It's free

- The reporting is set up to easily track four types of on-site action: sales, subscriptions, leads, and clickpaths

- You won't be able to track other kinds of ads (non-Google) with the tool

- Google will require participating advertisers to place a small Google graphic on their site, which will link to further information for the user concerned about privacy issues

- A custom version allows site owners to send values back to Google indicating dollar amounts for sales of different products, allowing ROI to be calculated on a per-click basis

It looks like the new tool is reasonably full-featured and handy, offering the ability to monitor conversion behavior within the Adwords interface. But it won't be the right solution for everyone, especially those who don't want a(nother?) instance of Google branding on their website, and those who track multiple types of online advertising. Like their competition, Google's tracking initiative looks more like a goodwill gesture to say "go ahead and track -- we want you to maximize your advertising performance," and not a full-scale entry into the metrics business.

Posted by Andrew Goodman




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