One of the great things about AdWords is metrics. For example, if you enable conversion tracking and assign dollar amounts to different conversion actions, you can see—instantly—how your campaign is doing.
But if you limit your measures of success to these metrics, you’re missing the big picture—especially if you’re a B2B company. As a B2B, deep conversions that turn prospects into sales often happen offline and aren’t captured in AdWords.
While Google tracking of offline conversions can help create a more complete picture, even it often misses one important offline metric that can completely upend your perception of PPC campaign success or failure.
To learn about this missing metric, and how you could apply it to your business, check out my latest PPC column in Search Engine Land.