One thing that many businesses overlook is how important offline conversions are. When reviewing the success of your SEM program, you should remember that often times people find you on the internet, but choose to visit your place of business or simply call instead of using the internet to make their conversions. Offline conversions can be hard to track, but if you are not tracking them, the ROI data for your online campaign will not be accurate and might cause you to under-budget your SEM program. ..