What Every Multichannel Merchant Should Know About Paid Search Performance Audits

Scrutinize Sales Data

1. Make sure your sales data are accurate. The goal of this step of the audit is to confirm that the sales reported by your search marketing reports are accurate and that you’re not overcounting, undercounting or double-counting orders. If you aren’t tracking sales from your paid search programs, you must — plain and simple. Buying clicks without watching corresponding conversions is like flying an airplane blindfolded: It’s not a matter of if you will crash, just a matter of when.