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Calculating ROI - Avinash Kaushik & John Marshall

We started off with a simple scenario, someone comes to your website from a click on a banner ad. They convert in one session. What happens when it comes to data capture, recording of the conversion and attribution of that conversion?

Length: 38 min.

You will learn:

  • How ROI gets calculated in various analytics tools
  • Why ROI is not the greatest tool for measuring the success of your website
  • Why you need to understand cookies before you can understand ROI
  • Why you need to be setting first-party cookies
  • How ROI is calculated over multiple sessions
  • How bookmarks affect the attribution of sales
  • Why your advertising may not be getting enough credit for sales
  • How different tools claim credit for the same sale
  • How average time on site gets around the problem of calculating ROI over multiple sessions
  • How average time onsite measures engagement for all visitors, not just those visitors that complete a sale online
  • How anti-spyware tools can affect the attribution of sales
  • How privacy blockers can affect the attribution of sales
  • Why you should be measuring days and visits to purchase

*Note: This video is available outside of Market Motive, but is posted here for your convenience

 

 
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Web Analytics
Get the skills you need to improve site performance and ROI direct from the industry's leading thinkers: Avinash Kaushik, Google's Analytics Evangelist, and John Marshall, inventor of the Overlay View.

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