IAR: Google Rolls Out Keyword Conversion Tool
CNET: Google Bolsters Advertising Tools

Google today rolled out a new tool that allows advertisers to track post-click transactions. Google customers need to include a javascript snippet and have the option of including transaction amounts. Google provides free reports.

This opens up the possibility that per transaction revenues or even profits could eventually help determine keyword prices. It also opens up a new world to some search engine marketing firms, letting them in on functions and data that some of their clients have in the past considered too proprietary to share. By meddling with revenues and profits, SEM firms may become better positioned within client businesses than other forms of marketing agencies.