In order to take your pay per click campaigns to the next level in the upcoming year, you must go beyond simply measuring leads and transactions and start measuring new goals such as social media engagements and RSS subscriptions. The Search Engine Journal has listed 10 types of conversions marketers should be tracking in the upcoming year.

1. Transactions/Purchases
Measuring purchases is a standard practice for PPC marketers. In addition to tracking the amount of purchases, start measuring your average order value. This is the next most important metric to measure and work to increase in your PPC campaigns.

2. Leads
If the purpose of your PPC campaigns are to generate leads, be sure that you are measuring them and tracking them as conversion goals.

3. Up-Sell or Cross-Sells
Once a visitor converts — whether as a lead or transaction — there is still more conversions to be had on the thank you page. If you are generating leads for a paid online service or subscription, you can up-sell your initial lead conversions with the opportunity to sign up for a trial or make a purchase. This is a great way to lure PPC clicks in with a free, lead gen offer, but also grab any paid opportunities post-conversion.

Likewise, you can cross-sell leads or customers with a relevant offer on the thank you page, and gain more lead data or generate more revenue after the initial conversion.

4. Video Views
There’s no doubt – video is hot right now. And it is a highly effective way to support transactional or lead generation goals. You can test landing pages with video vs. pages without video and see what pages convert higher (meaning, which pages drive more leads or purchases). You should also measure how long visitors watch your video & how they engage with it.

5. RSS Subscriptions
An RSS subscribe is a great, friendly introduction to a brand or company. It’s anonymous and almost as valuable as grabbing a visitor’s email address. You can provide opportunities to subscribe to your RSS along with other goals, such as video views, leads, or transactions.

6. Inbound
Make sure you are setting & measuring inbound goals – anytime a visitor says, “please contact me!” You can cross-sell inbound opportunities on the thank you page after a lead conversion, or include an inbound opportunity alongside a lead conversion, as a secondary choice.

7. Forward To A Friend
Think of forward to a friend as instant word of mouth marketing. Most email marketers have embraced forward to a friend as an easy way to boost the viral distribution of their content, but most PPC marketers haven’t. Forward to a friend functionality is easy to integrate onto your landing pages with simple forms or social networking tools.

8. PDF Download
PDF downloads are extremely popular in lead genereation PPC campaigns — whether a product brochure, white paper, eBook, or brief and you should be measuring how many people actually download these items instead of just requesting them. Just because the visitor converts as a lead, doesn’t mean they are reading or engaging with your offer.

9. Social Engagement
You can easily measure and track how many people click on the social links or feeds on your web sites and landing pages.

10. Landing Page Clicks
A popular best practice for PPC landing pages is to create a multi-step landing experience that segments the visitor according to their audience segment or offers of interest, and subsequently delivers more relevant pitch and information. When creating multi-step experiences, it’s important to measure:

• How many people engage with that initial page
• What they click or engage with