Tracking and analytics are essential for optimizing a PPC campaign. By implementing conversion tracking and utilizing analytics tools like Google Analytics, you can gain valuable insights into the performance of your ads, keywords, and landing pages. Tracking metrics such as click-through rates, conversion rates, cost per click, and return on ad spend allows you to identify underperforming areas and make data-driven optimizations. Monitoring and analyzing these metrics enable you to refine your targeting, ad messaging, and bidding strategies, ultimately improving the overall effectiveness and ROI of your PPC campaigns.