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Conversion rate is the one single statistic that leaks volumes about your setup and the viability of your business plan - it would be pure gold in the hands of a potential competitor.
Sorry that's not an answer to your post but it's something to keep in mind!
I thought my conversion was lower than expected previously, but now it seems quite high. Perhaps "Overture's cookie became a little loose" and is adding some of my Adword conversions or something...
Anyone else notice this?
It's not suspicious, it's just life. 30 day cookies are not long enough in some sectors.
Same way any tracker does, if you use one, outside your own host's logs (like extreme tracker) and how your own host website logs track (or should track): they know where the clicks come from, which is the entry page, what pages they go to (path) and where they exit. The third party tracker I was talking about just adds some more code to calculate all that plus the value of the sale; and you put it on your shopping cart and actual "buy" page.
(nb a transaction isn't necessarily a product being bought, it can be a sign-up to a newsletter, the acknowledgement of some information...)
For something like extreme tracker, you tag every page and the software shows you the user behaviour on your site.
Difference is: Overture will be able to track how many of your Overture clicks converted as well as which keywords converted, and extreme will be able to tell you the proportion of your TOTAL clicks that converted
But if you want to track ROAS (return on ad spend) then you have to give the 3rd party the transaction details which is a whole new story...