What Every Multichannel Merchant Should Know About Paid Search Performance Audits

If you have several systems tracking sales, determine which of them you’ll consider as authoritative. The various systems will certainly differ — often significantly. For instance, say your authoritative paid search sales report indicates $1 million in paid search revenue for last month. Pull the corresponding order numbers. Make sure those orders actually total $1 million. Then check each order against your back-end accounting system and ask the following questions: