Wendy
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This is incredibly important on so many levels.
Knowing how effective your promotions are helps you fine tune your efforts and justify any expenses you incur -- providing ROI. Small organizations need to justify each dollar spent, and without some way of measuring efforts -- the exercise is futile.
I'm most concerned at being able to put google code on/after the transaction is complete (in a shopping cart) so that I can determine which of my Google AdWords campaigns are delivering and which should be retired. I do agree that even other actions (such as the download of a white paper) or some other "call to action" would benefit greatly from an ability to incorporate a tracking mechanism.
Many thanks for your efforts on incorporating these suggestions!
Wendy