CommerceCM includes a powerful Referral and Conversion tracking system to help you maximize the effectiveness of your marketing efforts. CommerceCM provides many detailed reports and lots of data that can be mined, analyzed and acted upon. Like any powerful tool, the system is easy to learn but it can take time to become totally comfortable.
Google and Yahoo! Search Marketing can provide you with basic information on the number of impressions for your search terms, and the number of people actually clicking on those ads. In 2004, they even began to tell you how many of those people converted to actual sales. This is great information but is incomplete. Neither site can tell you the dollar sales values of those conversions. Additionally, they only report on their data so you have to check two reports and even then, all of your other programs have no data. CommerceCM gives you one view into all your online programs: Yahoo!, Google, Froogle, Shopping.com and even that banner you run on your brother’s web site!
Click Through: The number of people that click on a link to visit your web site.
Click Through Ratio (CTR): Usually expressed as a percentage, this is the number of people that click through as a percentage of the number of times the link was shown. Example: A banner shown one hundred times in a day that gets clicked on 15 times, has a CTR of 15 per cent.
Conversion: Getting a shopper or site visitor to ‘convert’ to become a customer.
Conversion Ratio: Usually expressed as a percentage, this is the number of shoppers that become customers. For example, if you get one hundred Click Through’s from a tracked link, and four become customers, then you have a four per cent conversion ratio.
Referrer: A web link that sends people to your web site. CommerceCM allows you to create trackable links using the RefID.