Chapter 17. Tracking Ad Performance

Once your ad campaign is underway, it’s time to start tracking its performance. That means looking at different types of raw data and then analyzing that data in various ways. You can learn from both your successes and your failures and use this information to create better-performing campaigns in the future.

Using Tracking Tools

How do you track ad performance? Most ad networks offer their own set of reports and tracking tools, and for most advertisers these are sufficient. Just display the report that contains the data you want and then view the results—piece of cake.

Tracking with Google AdWords

The reports and tools vary from ad network to ad network, but we can use Google AdWords as a representative ...

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