What Every Multichannel Merchant Should Know About Paid Search Performance Audits

* Did these orders actually ship?

* Were these orders attributed to paid search correctly, or should some be assigned to another marketing source?

If you find anomalies, dig in deep and “pull the thread” until you understand the discrepancies.

2. Make sure your cost data are accurate. The goal of this step is to confirm that the costs in your search reports match reality. Follow these steps: