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Definitively proving a positive ROI in digital marketing can be a challenge, even for the most seasoned of marketers. The challenge continues to increase as the landscape becomes increasingly fragmented.
If you’re currently managing multichannel campaigns but don’t know where to start to robustly demonstrate your activities are driving business results, then this slideshare is for you.
This slideshare is from a 4 hour workshop at SXSW Interactive 2015.
Overview:
Your Business: How to create meaningful and measurable digital outcomes.
The Right Stuff: Which tools will save you months of your life (and your sanity).
Making Data Make Sense: How to get real & actionable insights from your data to strengthen your business.
Instant Digital Issuance: An Overview With Critical First Touch Best Practices
SXSW 2015 - Crash Course: Measuring Digital Marketing
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CRASH COURSE
MEASURING
DIGITAL
MARKETING
#digiroi @affinityau @LukeBrown_AU @AdamSharAU
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SURVEY
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WHAT YOU WANTED TO KNOW
1. Cover the basics
2. Cover the basics
3. No really…cover the basics
4. Attribution
5. Tools - basics
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TOP 5 PROBLEMS
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SURVEY RESULTS
“Please just tell me
what my KPIs
should be”
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EFFECTIVE
BUSINESS
& DIGITAL
GOAL
SETTING
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THINGS TO THINK ABOUT
• SMART Goals
• How many?
• Business Conversions
• Digital Conversions
• Sales Channels
• Sales Source
• Path to sale
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SMART GOALS
Specific
Measurable
Achievable
Relevant
Time bound
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HOW MANY GOALS?
• 1 – 3 core goals that directly impact the bottom line
• 2 – 5 supporting goals
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BUSINESS CONVERSIONS
My business considers a conversion complete when:
q The money hits our account
q An in store sale
q An order is shipped
q A contract is signed
q A service is delivered in full
q A reseller places a new order
q A new user registers or downloads our app
q Deferred purchase event – e.g. pharmaceutical script filled.
q Other
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DIGITAL CONVERSIONS
I consider a digital conversion is complete when:
q A sale is complete in my online shop
q A transaction is complete in my app
q A new enquiry is captured through a form on my website
q A new enquiry is captured through a call from my website
q A users is referred to an external site where they can buy
q Content is downloaded or a tool is used
q Website engagement above a threshold
q Other (e.g. coupon redemption in store)
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SALES CHANNELS
How do people buy your stuff.
q Website
q In App Transaction
q Inbound Calls
q Outbound Calls
q Field Sales Reps
q Bricks & Mortar Store
q Retailers & Resellers
q Other
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15. BENCHMARKS
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SALES SOURCE
• Category Intenders
_____%
• Brand Intenders
_____%
• Advertising
_____%
• Repeat / Loyalty Purchase
_____%
• Referral Purchase
_____%
• Walk In/Impulse
_____%
• Don’t Know
_____%
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DATABASE OF INTENTION
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17. BENCHMARKS
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PATH TO SALE
REFERRALS RELATIONSHIPS
$
MARKET
WASTAGE
REACH
SITE/APP
CRM/ECOMM
/POS
/IN STORE
SALE
REFERRALS RELATIONSHIPS
$
SITE/APP
CRM/ECOMM
/POS
/IN STORE
SALE
REFERRALS
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PATH TO SALE
REFERRALS RELATIONSHIPS
$
MARKET
WASTAGE
REACH
SITE/APP
CRM/ECOMM
/POS
/IN STORE
SALE
REFERRALS RELATIONSHIPS
$
SITE/APP
CRM/ECOMM
/POS
/IN STORE
SALE
REFERRALS
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PATH TO SALE
REFERRALS RELATIONSHIPS
$
MARKET
WASTAGE
REACH
SITE/APP
CRM/ECOMM
/POS
/IN STORE
SALE
BENCHMARKS
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H TO SALE
REFERRALS RELATIONSHIPS
$
MARKET
WASTAGE
REACH
SITE/APP
CRM/ECOMM
/POS
/IN STORE
SALE
PATH TO SALE
REFERRALS RELATIONSHIPS
$
MARKET
WASTAGE
REACH
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CRM/ECOMM
/POS
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SALE
___________
___________
___________
___________
___________
10,000,000
2,000,000
200,000
20,000
2,000
____%
Market Share
____%
Market
Conversion Rate
____%
Conversion Rate
____%
____%
____%
____%
Market
Penetration
Market
Response
Site to ____
Drop off
____ to Sale
Drop off
20
10
10
10
0.10
2.00
0.02
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H TO SALE
REFERRALS RELATIONSHIPS
$
MARKET
WASTAGE
REACH
SITE/APP
CRM/ECOMM
/POS
/IN STORE
SALE
PATH TO SALE
REFERRALS RELATIONSHIPS
$
MARKET
WASTAGE
REACH
SITE/APP
CRM/ECOMM
/POS
/IN STORE
SALE
___________
___________
___________
___________
___________
____%
Market Share
____%
Market
Conversion Rate
____%
Conversion Rate
____%
____%
____%
____%
Market
Penetration
Market
Response
Site to ____
Drop off
____ to Sale
Drop off
20
10
10
10
10,000,000
8,000,000
800,000
80,000
8,000
0.2
2.0
0.08
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H TO SALE
REFERRALS RELATIONSHIPS
$
MARKET
WASTAGE
REACH
SITE/APP
CRM/ECOMM
/POS
/IN STORE
SALE
PATH TO SALE
REFERRALS RELATIONSHIPS
$
MARKET
WASTAGE
REACH
SITE/APP
CRM/ECOMM
/POS
/IN STORE
SALE
___________
___________
___________
___________
___________
____%
Market Share
____%
Market
Conversion Rate
____%
Conversion Rate
____%
____%
____%
____%
Market
Penetration
Market
Response
Site to ____
Drop off
____ to Sale
Drop off
20
10
10
40
___________
10,000,000
2,000,000
20,000
8,000
0.40
4.00
0.08
200,000
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24. BENCHMARKS
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BUSINESS GOALS
1. _______________________
2. _______________________
3. _______________________
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25. BENCHMARKS
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DIGITAL GOALS
1. _______________________
2. _______________________
3. _______________________
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PATH TO SALE
REFERRALS RELATIONSHIPS
$
MARKET
WASTAGE
REACH
SITE/APP
CRM/ECOMM
/POS
/IN STORE
SALE
___________
___________
___________
___________
___________
____%
Market Share
____%
Market
Conversion Rate
____%
Conversion Rate
____%
____%
____%
____%
Market
Penetration
Market
Response
Site to ____
Drop off
____ to Sale
Drop off
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27. BENCHMARKS
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PATH TO SALE
REFERRALS RELATIONSHIPS
$
MARKET
WASTAGE
REACH
SITE/APP
CRM/ECOMM
/POS
/IN STORE
SALE
PATH TO SALE
MARKET
WASTAGE
REACH
SITE/APP
CRM/ECOMM
/POS
/IN STORE
SALE
$
Site Path to Scale
NEW LEAD CAPTURED
START
Stage name, e.g. “Initiall Call Back”
Stage name, e.g. “Proposal generated”
Stage name, e.g. “Contract signed”
MIDDLE
END
SITE PATH TO SALE
NEW LEAD CAPTURED
START
Stage Name, e.g. “Add to cart”
Stage Name, e.g. “Login or Site Registration”
Stage Name, e.g. “Purchase Thank You Page”
MIDDLE
END
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28. BENCHMARKS
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PATH TO SALE
MARKET
WASTAGE
REACH
SITE/APP
CRM/ECOMM
/POS
/IN STORE
SALE
$
CRM/ECOMM PATH TO SALE
NEW LEAD CAPTURED
START
Stage name, e.g. “Initial Call Back”
Stage name, e.g. “Proposal generated”
Stage name, e.g. “Contract signed”
MIDDLE
END
BENCHMARKS
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29. BENCHMARKS
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QUESTIONS
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BENCHMARKS
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30. BENCHMARKS
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
KPIs
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
31. BENCHMARKS
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HARD
KPIs
& SoftKPIs
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32. BENCHMARKS
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
$$1ST
VISIT
2ND
VISIT
ENQUIRY NEWSLETTER
SIGNUP
RE-ENGAGEMENT
CONVERSION EVENTS
Frequency Latency
PURCHASE PATH
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33. BENCHMARKS
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
WEIGHTED AND SUPPORTED
OUTCOMES
FIRST TOUCH
FIRST ENGAGEMENT
CONSIDERATION
ACTION
CONVERSION
REPEAT
CONVERSION
• Advertising through
multiple channels
• Referral from existing
customer
• Read of page headline
in organic search
• Mouse hover over
banner ad
• Click through to
website
• External read of
reviews or press
• Subsequent site visits
• Site Bookmark, send
or share
• Social network query
“e.g. has anyone hear
of these guys
before?”
• Sign Up/Registration
• App Install
• Content save or download
• Purchase
• Enquiry
• Direct entry site visit
• Engagement through eDM
• Referral of new business
to you
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34. BENCHMARKS
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35. BENCHMARKS
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
KPI METRICS CAN BE FOUND
Social
Adserver
Web analytics
E-Commerce
Mobile
Newsletter
In Store / POS
Sales representatives
CRM
Phone analytics
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36. BENCHMARKS
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BENCHMARKS
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BENCHMARKS
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37. BENCHMARKS
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38. BENCHMARKS
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39. BENCHMARKS
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INSTORE
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40. BENCHMARKS
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
INSTORE METRICS
• Footfall
• Change room use
• Point of sale transaction
• Loyalty card / app
• Digital Coupon / In store bounce back
• iBeacon
• Behavioral engineering – post purchase
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41. BENCHMARKS
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WEATHER
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42. BENCHMARKS
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API BUILDERS
BENCHMARKS
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43. BENCHMARKS
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BENCHMARKS
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44. BENCHMARKS
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#NOPE
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45. BENCHMARKS
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BENCHMARKS
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BENCHMARKS
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46. BENCHMARKS
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10 MEASUREMENT TESTS
1. The truth test. Are we really measuring what we set out to measure?
2. The focus test. Are we only measuring what we set out to measure?
3. The relevancy test. Is it the right measure of the performance measure we want to track?
4. The consistency test. Will the data always be collected in the same way whoever measures it?
5. The access test. Is it easy to locate and capture the data needed to make the measurement?
6. The clarity test. Is any ambiguity possible in interpreting the results?
7. The so-what test. Can and will the data be acted upon, i.e. is it actionable?
8. The timeliness test. Can the data be accessed rapidly and frequently enough for action?
9. The cost test. Is the measure worth the cost of measurement?
10. The gaming test. Is the measure likely to encourage undesirable or inappropriate behaviors?
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BENCHMARKS
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47. BENCHMARKS
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KPI CASE STUDIES
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53. BENCHMARKS
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
$1ST
VISIT
2ND
VISIT
3RD
VISIT ENQUIRY NEWSLETTER
SIGNUP
CASE STUDY - NEWSLETTERS
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54. BENCHMARKS
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QUESTIONS
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55. BENCHMARKS
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ESSENTIAL
TOOLSBENCHMARKS
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BENCHMARKS
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56. BENCHMARKS
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ESSENTIAL TOOLS
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BENCHMARKS
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57. BENCHMARKS
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SITE ANALYTICS
BI,'CI'&'Data'Science'
Web'&'Mobile'AnalyIcs'
roject'Mgmt'
Ics/Management'
esource'Mgmt'
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58. BENCHMARKS
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BENCHMARKS
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BENCHMARKS
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59. BENCHMARKS
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ANNOTATION
Annotate your timeline to keep track of what changes you’ve made to
your site or campaigns you’ve run, and what the impact has been.
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60. BENCHMARKS
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URL SUFFIXES
http://www.you.com?utm_term=Low_Value_Customer
• Analytic platforms pick up the referral source of organic traffic but
won’t for a direct URL entry.
• Paid traffic is generally recorded as direct entry unless you set have a
URL suffix in place.
• If you define paid traffic you can get more insight than from paid than
organic traffic.
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61. BENCHMARKS
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UTM BUILDERS
https://support.google.com/analytics/answer/1033867?hl=en
• Segment you paid traffic easily
• Disregard the naming convention
• Use variables however works for you
• Complex campaigns make UTMs hard
to manage
• Simplify by automating them using
your adserver.
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62. BENCHMARKS
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CONVENTION CONSIDERATIONS
• Keep your convention consistent across channels
• Plan and try to future-proof how you use the variables
• Remember that your competitors can read the UTM
• Remember that your customers can read the UTM
• UTM’s don’t just apply to paid traffic, you can use them anywhere you
define the URL that points to your website
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63. BENCHMARKS
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UPGRADE
If Google Analytics was deployed more than 2 years ago you might
want to consider upgrading to the new Universal Analytics.
<script
type="text/javascript">
var
_gaq
=
_gaq
||
[];
_gaq.push(['_setAccount',
'UA-‐XXXXXXXX-‐X']);
_gaq.push(['_trackPageview']);
(funcLon()
{
var
ga
=
document.createElement('script');
ga.type
=
'text/javascript';
ga.async
=
true;
ga.src
=
('hRps:'
==
document.locaLon.protocol
?
'hRps://ssl'
:
'hRp://www')
+
'.google-‐analyLcs.com/ga.js';
var
s
=
document.getElementsByTagName('script')[0];
s.parentNode.insertBefore(ga,
s);
})();
</script>
<script>
(funcLon(i,s,o,g,r,a,m){i['GoogleAnalyLcsObject']=r;i[r]=i[r]||funcLon(){
(i[r].q=i[r].q||[]).push(arguments)},i[r].l=1*new
Date();a=s.createElement(o),
m=s.getElementsByTagName(o)[0];a.async=1;a.src=g;m.parentNode.insertBefore(a,m)
})(window,document,'script','//www.google-‐analyLcs.com/analyLcs.js','ga');
ga('create',
'UA-‐XXXXXXXX-‐X',
'mydomain.com');
ga('send',
'pageview');
</script>
Google Analytics vs Universal Analytics
Pro:
• More features & better insights
• Much more accurate mobile measurement
• Better social media measurement
• Improved eCommerce integration
• Cross device deduplication
Con:
• You’ll need to get the change made
• Existing eCommerce integration need updating
• Your reported traffic volumes might change
Google Analytics
Universal Analytics
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64. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
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SHARING
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• The best analytics work is collaborative analytics work
• All parties should work using the same view of your site data
• Annotations, Segments & Dashboards can be shared
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65. BENCHMARKS
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DATA LEAKAGE
If you deal with sensitive information captured in a web form, make
sure it isn’t being passed into Google Analytics.
/thankyou?name=Ted%20Bundy&phone=555%2012
34&comment=Ive%20killed%20some%20people%
20can%20I%20speak%20to%20you%20in%20con
fidence
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BENCHMARKS
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66. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
ADSERVERS
PersonalizaI
TesIng'&'Op
Customer'Ex
Loyalty/Refer
Events'&'Webinars'
Social'Media'MarkeIng'
Influencer'MarkeIng'
Video'MarkeIng'&'Ads'
CommuniIes'&'Reviews'
Display'&'NaIve'Ads'
Search'&'Social'Ads'
Mobile'MarkeIng'
MARKETING'EXPERIENCES'
Social'Me
Influencer
Email'Mar
Video'MarkeIng'&'Ads'
Display'&'NaIve'Ads'
Mobile'MarkeIng'
PersonalizaI
TesIng'&'O
Customer'Ex
Loyalty/Refe
Events'&'Webinars'
Social'Media'MarkeIng'
Influencer'MarkeIng'
Video'MarkeIng'&'Ads'
CommuniIes'&'Reviews'
Display'&'NaIve'Ads'
Search'&'Social'Ads'
LE&'
RE'
Data'Management'PlaQorms/Custome
Events'&'W
Social'Me
Video'MarkeIng'&'Ads'
CommuniIes'&'Reviews'
Display'&'NaIve'Ads'
Search'&'Social'Ads'
BENCHMARKS
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BENCHMARKS
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67. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
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WHY USE AN ADSERVER
• Independent verification that what you bought is what you got
• Allow you to use richer more engaging creative
• Allow you to control message targeting by geo, demo or sequence
• Track your reach across channels
• Deduplicated conversions
• Media attribution
• Brand safety
BENCHMARKS
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69. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
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BENCHMARKS
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REACH TRAP
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BENCHMARKS
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70. BENCHMARKS
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
REACH TRAP RISK FACTORS
• Substantial budgets active in a digital channel
• Target a niche audience on an ‘always on’ basis
• Put a disproportionate amount of budget into retargeting
• Don’t have conversions deduplicate across channels
• Use long look back windows to attribute conversions
BENCHMARKS
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BENCHMARKS
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71. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
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BENCHMARKS
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
DIAGNOSIS
• Steady decline in total conversion numbers despite good conversion
rates and cost per acquisition from paid activity
• No increase in conversion numbers when extra budget is added
• No drop in conversion numbers when budget is tightened
• An unusually long average conversion latency
BENCHMARKS
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BENCHMARKS
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72. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
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BENCHMARKS
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
Conversion tags let you, your suppliers and their platforms know when a
conversion happens letting them optimize towards driving more.
CONVERSION TAGS
SITE
VISIT
ADD TO
CART
CONFIRM &
CHECKOUT
SITE
SIGN UP
BROWSE
CONTENT
BENCHMARKS
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BENCHMARKS
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73. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
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NATIVE
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BENCHMARKS
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
TAG MANAGEMENT PLATFORMS
BENCHMARKS
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BENCHMARKS
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
74. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
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BENCHMARKS
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
CRM
MarkeIng'AutomaIon/Campaign'&'Lead'Mgmt' Web'Content/Experi
IdenIty'Tag'Management'
Sales'Enablement'
tomer'Data'PlaQorms'
Ve
TesIng'&'OpImizaIon'
ts'&'Webinars'
Cloud/IaaS/PaaS' Mobile'App'Dev'&'MarkeIng' Web'Dev'
INFRA&'
STRUCTURE'
BACKBONE'
PLATFORMS' CRM' MarkeIng'AutomaPlaQorm/Suite'
MIDDLE&'
WARE'
Data'Management'PlaQorms/Customer'Data'PlaQorms'
Databases'&'Big'Data' Cloud/IaaS/PaaS'
INFRA&'
STRUCTURE'
BACKBONE'
PLATFORMS' CRM' MarkeIng'AutomaPlaQorm/Suite'
MIDDLE&'
WARE'
Data'Management'PlaQorms/Customer'Data'PlaQorms'
Databases'&'Big'Data' Cloud/IaaS/PaaS'
BENCHMARKS
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BENCHMARKS
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NATIVE
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
75. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
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NATIVE
RETARGETING
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CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
CRM ESSENTIALS
• Contact hierarchies structured to reflect your business
• Data captured in validated fields
• Integrated CLM capabilities
BENCHMARKS
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BENCHMARKS
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
76. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
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BENCHMARKS
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
CRM BEST PRACTICE
• “App” level UI simplicity
• Role specific layouts, portals & dashboards
• Automated task creation & hand over between teams or roles
• Mandatory data capture structured to allow better measurement
• Integration with every other system that holds customer data
BENCHMARKS
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BENCHMARKS
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
77. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
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NATIVE
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BENCHMARKS
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
QUESTIONS
BENCHMARKS
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
78. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
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EDM
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NATIVE
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CONVERSION EVENTS
BENCHMARKS
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
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CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
79. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
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EDM
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NATIVE
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CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
80. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
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EDM
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NATIVE
RETARGETING
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CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
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CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
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CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
81. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
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EDM
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NATIVE
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CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
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CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
Replace
with
corrected
table,
this
one
has
too
many
columns
KEY METRICSKEY METRICS
CHANNEL TRACKED METRICS & BENCHMARK PERFORMANCE
METRIC NAME
BENCHMARK
METRIC NAME
BENCHMARK
METRIC NAME
BENCHMARK
METRIC NAME
BENCHMARK
METRIC NAME
BENCHMARK
METRIC NAME
BENCHMARK
METRIC NAME
BENCHMARK
BENCHMARKS
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BENCHMARKS
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
82. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
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BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
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NATIVE
RETARGETING
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CONVERSION EVENTS
83. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
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EDM
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NATIVE
RETARGETING
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CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
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NATIVE
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CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
Replace
with
corrected
table,
this
one
has
too
many
columns
KEY METRICSKEY METRICS
CHANNEL TRACKED METRICS & BENCHMARK PERFORMANCE
METRIC NAME
BENCHMARK
METRIC NAME
BENCHMARK
METRIC NAME
BENCHMARK
METRIC NAME
BENCHMARK
METRIC NAME
BENCHMARK
METRIC NAME
BENCHMARK
METRIC NAME
BENCHMARK
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
84. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
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BENCHMARKS
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
YOUR TOP 3 PRIME METRICS
1. _______________________
2. _______________________
3. _______________________
BENCHMARKS
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BENCHMARKS
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
85. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
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BENCHMARKS
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
DOESN’T
ADD UP
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
86. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
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BENCHMARKS
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
TOP 5
1. Channel is claiming more clicks that you can see
2. Channel is claiming more conversion than you can see
3. Your reports show impossible click through rates
4. Adserver and publisher reports don’t match
5. Agency claims I’ve reached more people than exist
MOST COMMON MEASUREMENT PROBLEMSBENCHMARKS
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BENCHMARKS
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
87. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
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BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
88. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
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BENCHMARKS
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
CHANNEL CLAIMING MORE
CLICKS THAN YOU CAN SEE
1. Know your click attrition rates by channel
2. Check site analytics is deployed correctly
3. Confirm your page load times aren’t the problem
4. Apply a URL suffix if you haven’t already
5. Have your partners audit their URL’s to make sure they’ve used them
6. Automate URL suffixes to prevent handling errors
BENCHMARKS
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
89. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
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CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
90. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
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BENCHMARKS
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
CHANNEL CLAIMING MORE
CONVERSIONS THAN EXIST
1st Step - Basics
• Confirm that tags have only been deployed to the right pages.
2nd Step – Easy Best Practice
• Disregard your channel reports and start measuring performance
through site analytics.
• Use an automated URL suffix to ensure that your site analytics
tracks everything correctly and human error doesn’t limit your
visibility.
BENCHMARKS
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BENCHMARKS
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
91. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
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BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
CHANNEL CLAIMING MORE
CONVERSIONS THAN EXIST
3rd Step – Slightly Technical
• Run page tests to make sure conversion tags fire in only the correct
locations, and only fire once.
4th step – Advanced
• Start tracking all media through an integrated adserver, which will
deduplicate conversions correctly.
• Set up an attribution model, and a data feed to suppliers DMP, then
have them suppliers optimise to how you attribute conversions.
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
92. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
93. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
IMPOSSIBLE CTR
1. Re-export the tags from your 3rd party adserver
2. Get the publisher to show you the code they implemented
3. Confirm that the publisher has deployed them the right way around
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
94. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
ADSERVER & PUBLISHER
REPORTS DON’T MATCHBENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
95. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
ADSERVER & PUBLISHER
REPORTS DON’T MATCH
1. Get the publisher to show you the code they implemented
2. Check to see if the code contains [timestamp]
3. Have them replace the placeholder with a working timestamp macro
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
96. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
REACH DUPLICATION
DISPLAYSEARCH
SOCIAL
TARGET
MARKET
AGENCY CLAIMS I’VE REACHED
MORE PEOPLE THAN EXISTBENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
97. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
QUESTIONS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
98. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
99. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
100. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
101. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
102. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
103. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
QUESTIONS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
104. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
MEASUREMENT
FRAMEWORKSBENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
105. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
MEASUREMENT FRAMEWORK
Plan
• Identify and engage key stakeholders for their requirements
• Define what data you want to collect by channel or asset
• Identify the right tools to collect the data you need
Deploy
• Generate any needed code and specify how the tracking should be deployed
• Ensure that access to relevant tools is given to relevant stakeholders
• Assign responsibility for deployment to best person for the job
Maintain
• Record measurement fault dates, causes and resolutions.
• Make sure all of your stakeholder and partners understand their responsibilities
and consistently deliver what you need.
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
106. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
MEASUREMENT FRAMEWORK
Plan
• Identify and engage key stakeholders for their requirements
• Define what data you want to collect by channel or asset
• Identify the right tools to collect the data you need
Deploy
• Generate any needed code and specify how the tracking should be deployed
• Ensure that access to relevant tools is given to relevant stakeholders
• Assign responsibility for deployment to best person for the job
Maintain
• Record measurement fault dates, causes and resolutions.
• Make sure all of your stakeholder and partners understand their responsibilities
and consistently deliver what you need.
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
107. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
MEASUREMENT TOOLS
CHANNEL MEASUREMENT TOOLS
MAIN TOOL OWNER DEDUPES? SECONDARY TOOL OWNER DEDEUPES?
WEBSITE
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
108. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
109. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
110. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
KISS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
111. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
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CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
CHOOSING CHANNEL METRICS
Performance Driven
Cost Per
Acquisition/Transaction
Completed supporting outcome
Rate of
Clicks to Acquisition/Transaction
Clicks to Supporting Outcome
Transactional
Avg. Basket Size
Avg. Basket Revenue
Avg. Basket Profit
Delivery Driven
Daily/Weekly/Monthly
Clicks/Traffic
Sign Ups/Registrations
New Biz Conversions
Repeat Biz Conversions
Transactional
Total Revenue
Total Profit
Marketing ROI
Insights Driven
Path to Purchase
Avg. Frequency before $
Avg. Latency before $
Lifetime Customer
Avg. Lifetime Revenue
Avg. Lifetime Profit
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
112. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BEST PRACTICE
• Choose metrics that lead to the completion of a business or digital goal.
• Choose metrics common to & consistently present across all channels.
• Preferentially track metrics that your marketing efforts actually affect.
• Ensure your tools will let you deduplicated transactions or enquiries.
• Decide in advance how you will gauge ‘success’ for a metric.
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
113. BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
COMPARISON METRICS
A metric is a meaningless without a gauge of success, so always use a
comparison metric.
Common Comparison Metrics
• Result vs Target
• Result vs Benchmark
• Result vs Time
– Year on Year
– Period on Period
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU