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Calculating ROI - Avinash Kaushik & John Marshall |
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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.
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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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Analytics