Are You Tracking Everything?

Without exception the end goal of all PPC campaigns is conversions. This may be sales, this may be leads, this may be emails....regardless of what actually constitutes a conversion the end goal of all that keyword and market research, of ad copy crafting, of ad extension creating, of landing page optimization...is to generate it. Yet so many PPC accounts are failing to track many if not most of their conversion channels. Here's an example. A client that shall go unnamed