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BizReport : Research archives : February 23, 2007

Marchex upgrades to offer conversion tracking

Metrics to track pageviews and traffic patterns within a website are a good way to gauge how well a new advertising campaign is working. Marchex is taking this type of tracking one step further by offering advertisers conversion tracking.

by Kristina Knight

The contextual advertising company is also updating their reporting tools for two pay-per-click (PPC) advertising networks. The conversion tracking feature allows users to track five types of conversions - sales, leads, sign-ups, views of key pages and specific link clicks on specific pages. Users may also track keyword performance and modify the campaign to improve conversion rates. According to the company the changes will allow advertisers to better manage campaigns from start to finish.

Scott Greenberg, Marchex senior vice president of Advertising Services said in a prepared statement, "These are important steps in our initiative to deliver high quality traffic to our advertisers and to arm them with more of the tools and information they need to maximize and measure their campaigns."

The changes will likely also benefit Marchex, a growing name in contextual advertising. By allowing advertisers to control campaigns and see immediate results, the company is positioning themselves for growth in 2007. Some growth has already been seen, with a 9% increase in revenue year-over-year in Q4, 2006. Revenue grew to $32.6 million in Q4 while revenue for the year increased 35% to $127.8 million.

Tags: advertising metrics, contextual advertising, conversion rates, Marchex

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