If you own a business that uses GoogleAdWords, you probably have a good idea whether it works overall, but don't have the solid lead tracking to know exactly how well. Salesforce.com, an industry leader, has recently taken a step toward narrowing that ad campaign tracking gap by integrating Google AdWords with its product, allowing it to track leads from the web site through to closing. It doesn't make the system foolproof. If the customer doesn't want to ID how he or she got to your web site, there still isn't much a merchant can do. But it's a step in the right direction.
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