While setting up Adwords conversion tracking on your client’s website is a good idea to monitor how effective a pay per click campaign can be, people need to realize they may not see all Adwords-generated conversions showing up in the dashboard or in reports.

Keep these things in mind:

1- Conversion tracking on Adwords only picks up users that have cookies enabled. If not, it wont pick up the conversion or lead.

2- Conversion tracking can track when a sale was made, but on Ecommerce sites of course, the dollar value of each sale may vary wildly. It’s true that AdWords conversion tracking does offer the possibility of measuring a shopping carts dollar value and providing a total dollar value of Ad Words-referred sales. However, on many Ecommerce platforms it is difficult and costly to try to implement. OSCommerce, a very flexible open-source platform that many Webcast1 sites are using, can be tweaked to allow AdWords to grab this shopping cart value info, but the solution may have to be customized for some sites.

If you are working with a E commerce or shopping cart site, it is important to monitor the sales from the Admin side as well. This will give you a better idea of how well the entire marketing campaign is performing.