The efforts you put in search engine marketing are quantifiable and can be measured easily. If your objective is to generate awareness then you can track ‘impressions’ and ‘clicks’ on paid and organic search engine listings. Whereas, if the aim is to measure brand performance or preference of text ad creative then you can measure ‘click through’ and ‘conversion’ rates. For generating qualified leads, one can track email inquiries, downloads (demos or trials), or online registrations (for white papers, events, or newsletters). In order to track SEM efforts for sales, you can track offline sales or e-commerce sales through printable coupons or phone call tracking.