The document discusses the importance of effective conversion tracking for online marketing campaigns. It notes that more than 50% of ad campaigns fail due to improper or inadequate tracking. While tracking is crucial for measuring performance and controlling campaigns, many marketers fail to implement effective tracking solutions due to a lack of understanding of performance marketing and technical limitations of their websites. The document suggests that traditional tracking solutions involve hiring an in-house developer, doing it yourself, or outsourcing, but setting up tracking can be difficult.

2. Intro
What are the solutionsWhy conversion tracking
matters
Why it is so hard

3. Grew up in
Orlando Florida
Was one of Google AdWords
first 300 users
Somehow ended up living in
the North of Brazil for 6 years
Moved to Israel
in 2009
Fell in love with PPC
while working at Wix.com
Briefly Worked
at SimilarWeb
Founded
Quality Score
late 2012
About me
Launch

4. Effective tracking isn’t Analytics
Effective tracking is about having the data
you need to win with online marketing
• It is not data analysis
• It does not solve attribution problems
• You still need to understand what goals or KPIs are
important for you

6. The Internet Marketing Revolution
Online marketing gives you the power to target over 1 billion
people who are
• Searching
• Browsing
• Scrolling
• Or Reading
Effective sales tracking enables you to measure everything that
they do from the time that they see your ad, to make a
purchase
If your campaigns aren't taking full advantage of this, you are
destined to fail

7. This data gives you control
Measurable
Performance
Many Targeting
Options Across
Multiple Platforms
Control

8. Yet most fail
More than 50% of ad campaigns fail due to improper or inadequate tracking

9. PPC platforms of 2020 and beyond need it
Google, Facebook, the others, predictive machine
learning, all need data. They need to see all of it
work
Ad platforms in 2020 and beyond are relying more
on machine learning to target the right user at the
right time
You will loose at PPC if you’re not feeding the
algorithms the right signals

10. More than 50% fail

11. Why?
They don’t understand what
they are missing
They lack technical resources

12. Top Excuses for not understanding
1. Lack of understanding of performance marketing
(Higher VPC than CPC)
2. Their goal is to spend budget
3. They think what they have is adaquate

13. Top Reasons for Technical limitations
1. Website CMS is outdated
2. Website CMS is custom built
3. The sales funnel transcends multiple domains
4. The sales funnel leads to a 3rd party order
management system

14. What are the Solutions

15. Traditional tracking solutions
In house developerDo it yourself Outsource

16. Setting it up can be difficult