Whithout the SiteWit code installed on your site’s pages SiteWit can only see which Ads and Keywords produced the most clicks. This is useful, but SiteWit can do so much more. With the code installed SiteWit can see how the visitor behaved when using your site including wether or not they accomplished any goals you have defined (i.e. purchase, form submission, etc..). SiteWit can then use this data to predict what other visitors will do based on their current behavior. Furthermore, SiteWit can tie a visitor across multiple visits to your site and thisinformation can be invaluable.
Lets look at a realistic scenario. Lets say you sell shoes online. A visitor searches for shoes in their favorite search engine, sees your ad and clicks on it. They browse your site for a while and decide to come back later and buy some shoes. Later they come back by searching for youe site’s name and clicking on an Organic search result or even a different ad than the one they originally clicked on. Now they purchase six pairs of shoes. Congratulations you have made a sale, but where did the sale come from? Well that is tough to say. If you do not have any analytics for your site, you will probably never find out so you can’t really risk making any adjustments. If you have a basic analytics package installed in your site it may look like the customer came from either the organic search result from an Organic Search or from that last ad they clicked on. This could cause you to reduce or eliminate the first ad they clicked on since it does not appear to be producing.
But, GREAT NEWS, you installed the SiteWit code so you know that that first ad is actually how people who are making purchases are actually finding you. You also know that it takes them a few visits before they buy. You also know that the Ad is performing well in Colorado and Florida, but it is burning most of its budget in California and not producing any results. Now you are armed with the data to make an informed decision. But wait it gets better. SiteWit has already done that analysis for you and is offereing to make the changes to your campaign for you. It is suggesting you turn the ad off in California, turn off the ad between 1:00am and 6:00am, and disable some overly broad keywords that are expensive and not producing any results over time. And because you took the time to make sure you were passing the order totals back to SiteWit as well, you have a very accurate view of you ROI for all your ads, keywords, and campaigns.
So that time you took to install the SiteWit code is really paying off in a big way.