Those conversion utilities are somewhat useful, but they don't give you the whole picture - particularly if customers are able to make a purchase (or an appointment) by calling you or by sending a check.
Here are two other methods you can use to help decide whether you're benefiting from the pay per click ads you buy:
Look at what visitors do after they click on your link. How long do they stay? How many pages on your site do they look at? Where do they exit you site? A web log analysis product provided by your web hosting company, or the free Google Analytics tool, can help you make those determinations.
Ask callers how they found you. Did they search on the web for your site? Did they do that today? Did someone else give them your name? Although many won't remember the specifics, any information you do get will help you determine if those pay per click ads you're buying are working.
More >> Pay Per Click Pitfalls and Solutions
