行銷ROI

NOTE
此主題包含使用原始架構和新架構的使用者端指示。 您位於 新架構 如果您在從主工具列選取「管理資料」後,有「Data Warehouse檢視」區段可用。

如果您正線上上廣告上花錢,您想要追蹤此花費的回報,並針對進一步的投資做出資料導向式決策。 此主題示範如何設定追蹤管道分析的控制面板,包括彙總及依行銷活動的ROI。

開始之前,您想要連線至 [Facebook Ads][Adwords]、和 [Google Ecommerce] 帳戶,並帶入任何其他線上廣告支出資料。 此分析包含 進階計算欄.

整合的表格

原始架構: 將來自各種來源的支出彙集在一起,例如 Facebook Ads 或 Google Adwords,Adobe建議建立 合併的表格 所有廣告支出。 您需要分析人員為您完成此步驟。 如果您沒有, 提出支援要求 與主旨 [MARKETING ROI ANALYSIS],分析師會建立此表格。

新架構: 您可以依照以下範例操作: 此分析程式庫 主題。 在新架構中,整合表格現在稱為Data Warehouse檢視。

計算欄

要建立的欄

  • Consolidated Digital Ad Spend 表格
  • Campaign name 由Adobe分析人員建立,作為您的一部分 [行銷ROI分析] 票證

原始架構與新架構:

  • sales_flat_order 表格

    • Order's GA campaign

      • 選取定義: Joined Column

      • Create Path:

      • Many: sales_flat_order.increment_id

      • One: ecommerce####.transaction_id

      • 選取 table: ecommerce####

      • 選取 column: campaign

      • Path: sales_flat_order.increment_id = ecommerce#####.transactionID

    • Order's GA medium

      • 選取定義:聯結欄
      • 選取 table: ecommerce####
      • 選取 column: medium
      • Path: sales_flat_order.increment_id = e-commerce####.transactionId
    • Order's GA source

      • 選取定義:聯結欄
      • 選取 table: ecommerce####
      • 選取 column: source
      • Path: sales_flat_order.increment_id = e-commerce####.transactionId ^
  • customer_entity 表格

  • Customer's first order GA campaign

    • 選取定義: Max

    • 選取 table: sales_flat_order

    • 選取 column: Order's GA campaign

    • Path: sales_flat_order.customer_id = customer_entity.entity_id

    • Filter:

      • Orders we count
      • Customer's order number = 1
  • Customer's first order GA source

    • 選取定義: Max

    • 選取 table: sales_flat_order

    • 選取 column: Order's GA source

    • Path: sales_flat_order.customer_id = customer_entity.entity_id

    • Filter:

      • Orders we count
      • Customer's order number = 1
  • Customer's first order GA medium

    • 選取定義: Max

    • 選取 table: sales_flat_order

    • 選取 column: Order's GA medium

    • Path: sales_flat_order.customer_id = customer_entity.entity_id

    • Filter:

      • Orders we count
      • Customer's order number = 1
  • sales_flat_order 表格

  • Customer's first order GA campaign

    • 選取定義: Joined Column
    • 選取 table: customer_entity
    • 選取 column: Customer's first order GA campaign
    • Path: sales_flat_order.customer_id = customer_entity.entity_id
  • Customer's first order GA source

    • 選取定義:聯結欄
    • 選取 table: customer_entity
    • 選取 column: Customer's first order GA source
    • Path: sales_flat_order.customer_id = customer_entity.entity_id
  • Customer's first order GA medium

    • 選取定義: Joined Column
    • 選取 table: customer_entity
    • 選取 column: Customer's first order GA medium
    • Path: sales_flat_order.customer_id = customer_entity.entity_id

量度

  • 廣告支出

  • Consolidated Digital Ad Spend 表格

  • 此量度會執行 Sum

  • adCost

  • 排序依據: date timestamp

  • 廣告印象

  • Consolidated Digital Ad Spend 表格

  • 此量度會執行 Sum

  • Impressions

  • 排序依據: Month timestamp

  • 廣告點按次數

  • Consolidated Digital Ad Spend 表格

  • 此量度會執行 Sum

  • adClicks

  • 排序依據: Month timestamp

NOTE
確定 將所有新欄新增為量度的維度 建立新報表之前。

報表

  • 廣告支出(所有時間)

    • Metric:廣告支出
  • 量度 A:廣告支出

  • Time period: All time


  • 間隔: None


  • Chart Type: Scalar

  • 廣告客戶贏取(所有時間)

    • Metric: New customers

    • Filters:

      • User's first order's source LIKE %google%
      • User's first order's source LIKE %facebook%
      • User's first order's source LIKE %fb%
      • User's first order's medium IN cpc, ppc
      • 篩選器邏輯: ([A] 或 [B] 或 [C])和 [D]
  • 量度 AAd customer acquisitions

  • Time period: All time


  • 間隔: None


  • Chart Type: Scalar

  • 廣告ROI

    • Metric:廣告支出

    • Metric: New customers

    • Filters:

      • User's first order's source LIKE %google%
      • User's first order's source LIKE %facebook%
      • User's first order's source LIKE %fb%
      • User's first order's medium IN cpc, ppc
      • 篩選器邏輯: ([A] 或 [B] 或 [C])和 [D]
    • Metric:平均期限收入

    • Filters:

      • User's first order's source LIKE %google%
      • User's first order's source LIKE %facebook%
      • User's first order's source LIKE %fb%
      • User's first order's medium IN cpc, ppc
      • 篩選器邏輯: ([A] 或 [B] 或 [C])和 [D]
    • Formula: ((C - (A / B)) / (A / B))

    • Format: Percentage

  • 量度 AAd Spend (hide)

  • 量度 BAd customer acquisitions (hide)

  • 量度 CAverage LTV (hide)

  • Formula: Ads ROI

  • Time period: All time


  • 間隔: None


  • Chart Type: Scalar

  • 依一般媒體的訂單

    • 公制: Orders

  • 量度 AOrders

  • Time period: All time

  • Interval: By Month

  • Group by: Order's medium


  • Chart Type: Area

  • 依據行銷活動的廣告ROI

    • Metric: Ad Spend

    • Metric:New customers

    • Filters:

      • User's first order's source LIKE %google%
      • User's first order's source LIKE %facebook%
      • User's first order's source LIKE %fb%
      • User's first order's medium IN cpc, ppc
      • 篩選器邏輯: ([A] 或 [B] 或 [C])和 [D]
    • Metric:平均期限收入

    • Filters:

      • User's first order's source LIKE %google%
      • User's first order's source LIKE %facebook%
      • User's first order's source LIKE %fb%
      • User's first order's medium IN cpc, ppc
      • 篩選器邏輯: ([A] 或 [B] 或 [C])和 [D]
    • Metric:平均期限訂單數

    • Filters:

      • User's first order's source LIKE %google%
      • User's first order's source LIKE %facebook%
      • User's first order's source LIKE %fb%
      • User's first order's medium IN cpc, ppc
      • 篩選器邏輯: ([A] 或 [B] 或 [C])和 [D]
    • Formula: (A / B)

    • Format: Currency

    • Formula: (C - (A / B))

    • Format: Currency

    • Formula: ((C - (A / B)) / (A / B))

    • Format: Percentage

    • Metric: Ad Clicks

    • Metric: Ad Impressions

    • Formula: (H / I)

    • Format: Percentage

    • Formula: (A / H)

    • Format: Currency

  • 量度 AAd Spend (隱藏)

  • 量度 BAd customer acquisitions

  • 量度 CAverage LTV

  • 量度 DAverage lifetime # of orders


  • 公式: CAC

  • Formula: Avg return

  • Formula: Ads ROI

  • 量度 HadClicks

  • 量度 IImpressions


  • 公式: CTR


  • 公式: CPC

  • Time period: All time


  • 間隔: None


  • 群組依據: campaign (將「客戶的第一個訂單」行銷活動用於非廣告支出表格量度)


  • Chart Type: Table

如果您在建立此分析時遇到任何問題,或只是想與Professional Services團隊互動, 聯絡支援人員.

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