In the next few weeks, adCenter will be rolling out new conversion and campaign analytics functionality in response to the advanced features that you’ve been asking for. The new analytics functionality will give you better insights that you can use to improve the success of your campaigns and websites.

Here’s a quick overview of what's coming:

• Tracking multiple conversion goals. If your site measures numerous types of conversions – such as online purchases, newsletter signups, or product downloads – you’ll be able to measure each of these separately; adCenter will allow you to create up to 6 different conversion goals for each account.
• Creation of distinct conversion steps. You might want to measure a number of different stages on the way to a conversion, e.g. an online merchant might want to analyze how close to conversion users typically progress. The online merchant could then identify up to 6 steps – such as product page views, adding an item to a shopping cart, and reading product reviews – and report on these through adCenter.
• Tracking of sales and cost-related parameters. If you’ve been wanting to measure how much each conversion is worth to you, you’ll be able to after the fall release of adCenter. Using custom parameters that you pass to adCenter, you’ll be able to track the dollar value of each conversion (if the conversion is a product sale, for example), the cost of shipping and tax, and more.
• Segmentation reports. You’ll be able to quickly analyze your conversion reports by features such as gender, age group, and location of users reaching your website from adCenter ads, conversion by traffic source, the distribution channel that converts for you (email, search, display), and much more.
• Keyword-level analysis. Develop greater understanding of which keywords are driving the most (or least) conversions for you. Imagine how much you can improve your campaign effectiveness by changing your presence on high-converting keywords! You’ll be able to do other things at the keyword level, too, such as understanding how often one keyword “assists” a conversion on another keyword.

This is just a sampling of what you’ll be able to do with adCenter’s fall release. Please feel free to add your thoughts in the comments below; we’d love to hear from you!

Mary Berk

Sr. Product Manager, adCenter