Systems and methods for determining user actions

1. A method for tracking user activity, the method comprising:

receiving, at one or more processors of a first entity, a request for a document from a client device, the request comprising a keyword associated with the document and client parameters corresponding to the client device;

determining, by the one or more processors, client cookie data using the client parameters, the client cookie data stored in a storage of the first entity;

determining, by the one or more processors, document information based on the keyword associated with the document;

identifying, by one or more processors, a plurality of content items corresponding to the keyword, the document information, and the cookie data, each of the plurality of content items having a bid value;

selecting, by the one or more processors, a first content item of the identified plurality of content items based on a first bid value, the client cookie data, and the document information, wherein the first content item includes a link to another document;

transmitting, by the one or more processors, the document with the first content item in response to the request, the first content item associated with the first bid value, the client cookie data, and the document information of the document, the first content item including a tracking identifier; and

receiving, by the one or more processors, conversion data associated with the tracking identifier in response to a user interaction with the another document, the conversion data including a type of user action and data describing whether the user interaction is an internal conversion or an external conversion.

2. The method of claim 1 , the user interaction corresponding to at least one of a purchase, a registration, a sign-up, a page view or a download.

3. The method of claim 1 further comprising:

tracking conversion data associated with advertisements provided by a second entity, the second entity being different from the first entity; and

comparing conversion data associated with the first entity with conversion data associated with the second entity.

4. The method of claim 3 where the comparing conversion data comprises:

comparing a conversion ratio for the first content item provided by the first entity with a conversion ratio for a second content item provided by the second entity.

5. The method of claim 1 further comprising:

receiving a request for conversion tracking from an advertiser, the request being associated with tracking conversions relating to the first content item provided by the first entity.

6. The method of claim 5 , further comprising:

providing software to be included on a web site of the advertiser in response to the request for conversion tracking, the software including at least one of a value field or a label field associated with a conversion.

7. The method of claim 1 , further comprising:

generating conversion data for the first content item provided by the first entity;

generating a report based on the conversion data; and

providing the report to an advertiser associated with the first content item.

8. The method of claim 7 , wherein the generating conversion data comprises:

determining a number of times the first content item has been displayed or selected;

determining a number of conversions resulting from the display or selection of the first content item; and

generating a conversion ratio for the first content item based on the number of times the first content item has been displayed or selected and the number of conversions resulting from the display or selection.

9. The method of claim 1 , further comprising:

determining that a conversion resulted from the first content item based on receipt of the client cookie data.

10. The method of claim 1 , wherein the client cookie data includes a first identifier representing an advertiser and a second identifier associated with the first entity.

11. The method of claim 10 , where a third-party serving entity represents an external ad provider with respect to first serving entity with which the one or more processing devices are associated.

12. The method of claim 1 , further comprising:

tracking conversion data associated with a second entity, the second entity not being affiliated with the first entity.

13. The method of claim 12 , further comprising:

generating conversion data associated with the first entity and the second entity.

14. The method of claim 13 , further comprising:

generating a report including the conversion data associated with the first entity and the second entity.

15. A system for tracking user activity, comprising:

one or more processors of a first entity; and one or more storage devices storing instructions that, when executed by the one or more processors, cause the one or more processors to perform operations comprising:

receiving a request for a document from a client device, the request comprising a keyword associated with the document and client parameters corresponding to the client device;

determine client cookie data using the client parameters, the client cookie data stored in a storage of the first entity;

determine document information based on the keyword associated with the document;

identifying a plurality of content items corresponding to the keyword, the document information, and the cookie data, each of the plurality of content having a bid value;

selecting a first content item of the identified plurality of content items based on a first bid value, the client cookie data, and the document information, wherein the first content item includes a link to another document;

transmitting the document with the first content item in response to the request, the first content item associated with the first bid value, the client cookie data, and the document information of the document, the first content item including a tracking identifier; and

receiving conversion data associated with the tracking identifier in response to a user interaction with the another document, the conversion data including a type of user action and data describing whether the user interaction is an internal conversion or an external conversion.

16. The system of claim 15 , wherein the user interaction corresponds to at least one of a purchase, a registration, a sign-up, a page view or a download.

17. The system of claim 15 , wherein the one or more storage devices stores instructions that cause the one or more processors to perform further operations comprising:

tracking conversion data associated with advertisements provided by a second entity, the second entity being different from the first entity; and

comparing conversion data associated with the first entity with conversion data associated with the second entity.

18. The system of claim 17 , wherein the one or more storage devices stores instructions that cause the one or more processors to perform further operations comprising:

comparing a conversion ratio for the first content item provided by the first entity with a conversion ratio for a second content item provided by the second entity.

19. The system of claim 15 , wherein the one or more storage devices stores instructions that cause the one or more processors to perform further operations comprising:

receiving a request for conversion tracking from an advertiser, the request being associated with tracking conversions relating to the first content item provided by the first entity.

20. The system of claim 19 , wherein the one or more storage devices stores instructions that cause the one or more processors to perform further operations comprising:

providing software to be included on a web site of the advertiser in response to the request for conversion tracking, the software including at least one of a value field or a label field associated with a conversion.