2008-03-04T08:07:02-07:00 Practical Ecommerce info@practicalecommerce.com http://www.practicalecommerce.com/ Copyright 2007 Confluence Publishing DBA Practical Ecommerce http://www.practicalecommerce.com/articles/671/Conversion-Metrics-Maximize-Decision-Making/#comment7205 2008-03-04T08:07:02-07:00

Do you recommend a particular vendor/softweare to monitor conversions? My company just converted two ecommerce sites to Volusion and we are investigating what to use. We're neophytes in the PPC world. Have been told Google Analytics is good, but I want to track ROI and conversions for KWS in campaigns...actually I would like the ROI of the campaign as well. Any thoughts? Thx.

http://www.practicalecommerce.com/articles/671/Conversion-Metrics-Maximize-Decision-Making/#comment5128 2008-02-07T08:32:59-07:00

Great distinctions, Mat. In my experience, metrics can also sometimes be both indicative and diagnostic, depending on how they are used. Take conversion rates, for example... An overall conversion rate may just be useful as an indicator. But in our work, we use funnel-stage conversion rates or page-to-page conversion rates as diagnostics --- under-performing conversion metrics at different locations reveals a great deal about the root-causes behind the performance levels. Rafe VanDenBerg www.eCommerceXcellerator.com