It's not impossible to manage an ecommerce paid-search account without conversion tracking, according to Kayla Kurtz. She lays out the back story and then explains how to make it work. The back story points to updates made in the client's content management system that prevented outside codes from reporting correctly. This eliminated conversion tracking in the CMS platform. So Kurtz managed to build a strategy relying on an alternative method. Much of the sucess centers around adjusting bids for average positions, tracking revenue more closely, and monitoring conversion data of top sellers even when the data isn't readily available.