行銷ROI
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,您想要連線您的[Facebook Ads]、[Adwords]和[Google Ecommerce]帳戶,並引進任何其他線上廣告支出資料。 此分析包含進階計算資料行。
整合的表格
原始架構: 若要將各種來源(如Facebook Ads或Google Adwords)的花費彙整在一起,Adobe建議建立您所有廣告花費的 整合表格。 您需要分析人員為您完成此步驟。 如果您尚未提出支援要求,請提出主旨為[MARKETING ROI ANALYSIS]
的支援要求,分析人員會建立此表格。
新架構: 您可以依照此分析程式庫主題中的範例操作。 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
資料表Campaign name
由Adobe分析人員建立,是您 [行銷ROI ANALYSIS] 票證的一部分
原始架構與新架構:
-
sales_flat_order
資料表-
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
資料表 -
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
資料表 -
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
- 選取定義:
-
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
- 選取定義:
量度
-
廣告支出
-
在
Consolidated Digital Ad Spend
資料表中 -
此量度執行 總和
-
在
adCost
欄上 -
依
date
時間戳記排序 -
廣告曝光次數
-
在
Consolidated Digital Ad Spend
資料表中 -
此量度執行 總和
-
在
Impressions
欄上 -
依
Month
時間戳記排序 -
廣告點按
-
在
Consolidated Digital Ad Spend
資料表中 -
此量度執行 總和
-
在
adClicks
欄上 -
依
Month
時間戳記排序
報表
-
廣告花費(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
A
:Ad 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
A
:Ad Spend (hide)
-
量度
B
:Ad customer acquisitions (hide)
-
量度
C
:Average LTV (hide)
-
Formula:
Ads ROI
-
Time period:
All time
-
間隔:None
-
Chart Type:Scalar
-
訂單(依ga中)
-
公制:
Orders
-
-
量度
A
:Orders
-
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
A
:Ad Spend
(隱藏) -
量度
B
:Ad customer acquisitions
-
量度
C
:Average LTV
-
量度
D
:Average lifetime # of orders
-
公式:CAC
-
Formula:
Avg return
-
Formula:
Ads ROI
-
量度
H
:adClicks
-
量度
I
:Impressions
-
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,或只是想與專業服務團隊互動,請聯絡支援人員。