Most of the retailers in the UK utilising pay per click services do not measure the return on investment (ROI) from these activities, according to a new study.

Two-thirds of those polled said they did not track the ROI for paid search, while 80 per cent admitted to not doing so for search optimisation activities.

Three-quarters of retailers marketing over multiple channels also said they did not measure the effectiveness of these campaigns.

Richard Sheppard of Coremetrics said it was important that businesses took steps to measure their marketing ROI as the economic downturn continues.

He stated: "Buying behaviour has drastically altered due to the recession, so now more than ever it’s crucial for retailers to understand their online visitors to help them maintain a competitive edge."

Research firm eMarketer has previously asserted that online advertising will continue to see growth through the downturn as it is highly measurable and accountable.

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