Sometimes it's not clear what's included in the scope of our campaign. First, start by looking at the article What's Included In Your PPC Campaign Management.
The sales funnel graphic that we create together when planning your campaign will give you a good idea of what's included in your campaign.
Keep in mind the following items will increase the scope/fees with your campaign:
What types of actions can we track from PPC campaigns?
Almost anything, but some things are tracked more easily than others.
For example: tracking form submissions. If the form redirects to a thank-you page, this becomes quite easy to track because we can just place some conversion code on the thank-you page, and it will register a conversion a single time when a visitor comes through an ad and then sees that page.
But what if you don’t want a thank-you page, and instead just want to track when someone clicks the submit button? We can do that, with a caveat – what if the person clicks the button more than once? What if they hit the “enter” key on their keyboard instead of clicking? These would skew our numbers. That’s why we really really prefer to use thank-you pages to track most conversions.
Other types of things we can track as conversions (not a complete list):
I recommend sticking to forms and calls for service-based businesses (and purchases for eCommerce sites).
For particularly large campaigns we can get into the other types of tracking.