Search campaign conversion tracking is crucial to success. PPC conversions are meaningful events including sales transactions, form fill submissions, phone calls, and other meaningful actions.
PPC campaign conversion tracking provides visibility into campaign performance. But the more important benefit to advertisers results from the conversion metadata being fed back into the campaign’s machine learning algorithm. The conversion metadata becomes the fuel for automated bidding.
When properly configured and optimized, machine learning will lift most campaigns to higher levels of performance.