How Business.com Traces the Transaction Path
Proprietary conversion tracker helps clients measure more than just eyeballs.
Business.com, the destination site that helps b-to-b buyers research their purchase decisions, determined in 2009 that standard analytics packages were not helping marketers figure out how buyers were making their way to the all-important â€ślast clickâ€ť before converting into a transaction. To help, the company developed what it calls a â€śConversion Tracker,â€ť a service that lets participating marketers track the activities of prospects on Business.com that lead to a purchase decision.
Conversion Tracker is a â€śsnippet of codeâ€ť that a participating vendor embeds on its site and which allows it to track specific events that lead to a conversion. The tracker essentially illuminates the path a buyer takes to get to the â€ślast clickâ€ťâ€”the final click that takes the buyer to the vendorâ€™s Web site to complete a transaction. â€śThe last click is the only purely objective measure to attribute marketing spend to getting a conversion on your site,â€ť says Rob Feinstein, vice president and general manager of Business.com. â€śThe problem is it doesnâ€™t take into account all these other things that lead to that. Weâ€™re trying to offer that information, so the marketer can understand the process leading up to that click.â€ť
Feinstein says the site has several thousand advertisers vying for about eight million monthly uniques.