A topic that had predominately been the focus of many debates last year was click tracking specifically in natural search arena. For those who are not familiar with the jargon I am referring to web analytics tracking. Typically all free or generic tracking tools work on the basis of tracking the last click. The last click is deemed as the last search and click through to your website by a user from a natural search result converting into a sale or lead. Normally everyone would think that it is okay except it is not! Here is why:

1. Google analytics only tracks the last click performed by a user as they arrive on a website and not the first (historically original) click. Therefore you can’t tell how a visitor originally found your site, making it difficult to prove conversions of non-brand traffic when users return via a brand keyword to finalise a purchase or make an enquiry.
2. There is no history on what the user had previously searched for or seen on the website.
3. There is no easy way of integrating a multi click solution

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