You must measure your paid and organic search conve)rsions to determine where to invest, where to cut, and where to fine-tune. In this session, we'll review different tracking technologies, including redirectors, cookies, tracking URLs, and on-page JavaScript. We'll show methods for tracking search-driven sales into the call center and stores. We'll discuss the limitations of "last touch gets credit" allocation schemes and propose alternatives. We'll discuss why "conversion is the ultimate secret weapon" and present concrete approaches to increase average sales per visitor.