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Pay per click campaigns can use any kind of tracking that you would use for any other online media campaign.
The main difference is that PPC campaigns are not served like banners. Therefore you will not receive any impression or post-impression data from your tracking provider. However, Google and Yahoo! Search Marketing can supply impression figures through their online reporting tools.
You should expect that whichever tracking solution you use, it will report around 5-10% more clicks than the PPC networks report. This is because of the fraud detection systems that the PPC networks have in place to remove any questionable clicks.
As with any campaign, the more tracking you have in place, the more detail you will be able to extract and you will be able to optimise and improve the campaign as it goes on. It is recommended that you have an individual tracking URL for each keyword on each PPC network to get the maximum amount of data.
When implementing tacking, ensure that the life of the cookie is a sensible duration. Search is often used to compare prices and different retailers, so it is essential that the tracking does not just track the user for the initial visit. The user may come back later to purchase and it is essential to attribute this purchase to the PPC campaign.
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