Objective: Make more money by optimizing your AdWords strategy for sales instead of conversions using the Google ValueTrack parameters.
Details: Google’s ValueTrack parameters allow you to see which keywords and placements have the highest sales rate, not conversion rate.
You can then tie this into your CRM lead data or simply use a spreadsheet to calculate which keywords and placements make you the most money.
This will then allow you to set new CPA goals and potentially allow you to bid more aggressively on certain keywords that have a better sales conversion rate than others.
If Keyword A and Keyword B both have a conversion rate of 5%, but Keyword A has a sales conversion rate of 32% compared to Keyword B’s 11%, then bid more aggressively on Keyword A.