How to track B2B conversions when the searcher isn't the one who transacts?

[DavidLenehan]

Hi,

Wondering if anyone can recommend how to track B2B conversions when the searcher isn't the one who transacts? I am looking at my Adwords campaigns and I don't think the conversion is 100% right. In our industry, the eventual end user (and the person who does the search) does not have the authority to purchase the product. It is usually the purchasing department who eventually get in contact and purchase the product. Sometimes it is another company on behalf of the original company who purchase the part as we might not be on the vendor list. So, in this case, the order goes from the original searcher to their purchasing department to another company who then purchase from us. Just wondering how to track this on AdWords?

Thanks