E-commerce Insights Give Search Marketing Campaigns a Chec

This is "double counting," where one order gets attributed to multiple programs. Dig into these cases, and see why the different systems disagree on what drove the order.

2. Audit your raw PPC advertising cost data. Pick a recent calendar month. Ask your accounting department for actual advertising costs paid for that month to each major search engine (Google, Yahoo!, MSN, Ask, etc.). Your accounting folks should pull these costs from the actual advertising invoices received from the engines, if you pay by invoice, or from the actual credit card statements, if you pay by credit card.