Search engine advertisements are very measurable. If your goal is to generate exposure, you can track “impressions” and “clicks” on organic and paid search engine listings. If your goal is to measure brand preference or text ad performance, you can measure click-through and conversion rates. To generate qualified leads, you can track online registrations (for newsletters, events, or white papers), downloads (trials or demos), or email inquiries. If you’re pursuing sales, you can track eCommerce sales or sell offline through printable coupons or phone call tracking.