November 15th, 2007 by 
Tom is the president of Thomas Creek Concepts, and here is his presentation.
AdWords Metrics Strategies. Metrics get little respect – clients don’t care, they just want to make money. Metrics matter. Google pushing for advertisers to use their tools. Use AdWords conversion tracking. Conversion: Something that can be measured as having happened–can be different things.
Choices:
Purchase/Sale
Lead
Signup
Views of a Key Page
Other
Think of non-obvious indicators of value to measure.
