CONVERSION EVENTS

BENCHMARKS
CHANNEL

USED?

CTR

CR

CPC

CPA

SEARCH

SOCIAL

DISPLAY

EDM

ONLINE TV

NATIVE

RETARGETING

OTHER 1

OTHER 2

#digiroi

@affinityau
#digiROI @LukeBrown_AU
@AffinityAU

CRASH COURSE

MEASURING
DIGITAL
MARKETING
@AdamSharAU @AdamSharAU
@LukeBrown_AU

CONVERSION EVENTS
BENCHMARKS
CHANNEL

USED?

CTR

CR

CPC

SEARCH

SOCIAL

DISPLAY

EDM

ONLINE TV

NATIVE

RETARGETING

OTHER 1

OTHER 2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

CPA

SURVEY CONVERSION EVENTS

BENCHMARKS
CHANNEL

USED?

CTR

CR

CPC

SEARCH

SOCIAL

DISPLAY

EDM

ONLINE TV

NATIVE

RETARGETING

OTHER 1

OTHER 2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

CPA

WHAT YOU
WANTED EVENTS
TO KNOW
CONVERSION
BENCHMARKS
CHANNEL

USED?

CTR

CR

CPC

1. Cover the basics

SEARCH

SOCIAL

2. Cover the basics

DISPLAY

3. No reallycover the basics

EDM

ONLINE TV

4. Attribution
NATIVE

RETARGETING

5. Tools - basics
OTHER 1

OTHER 2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU

@AdamSharAU

CPA

TOP 5 PROBLEMS
CONVERSION EVENTS
BENCHMARKS
CHANNEL

USED?

CTR

CR

CPC

SEARCH

SOCIAL

DISPLAY

EDM

ONLINE TV

NATIVE

RETARGETING

OTHER 1

OTHER 2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU

@AdamSharAU

CPA

SURVEY CONVERSION
RESULTS
EVENTS
BENCHMARKS
CHANNEL

USED?

CTR

CR

CPC

CPA

Please just tell me

what my KPIs
should be
SEARCH

SOCIAL

DISPLAY

EDM

ONLINE TV

NATIVE

RETARGETING

OTHER 1

OTHER 2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU

@AdamSharAU

CONVERSION EVENTS
EFFECTIVE
BUSINESS
& DIGITAL
GOAL
SETTING
BENCHMARKS

CHANNEL

USED?

CTR

CR

CPC

SEARCH

SOCIAL

DISPLAY

EDM

ONLINE TV

NATIVE

RETARGETING

OTHER 1

OTHER 2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU

@AdamSharAU

CPA

CONVERSION EVENTS
BENCHMARKS
CHANNEL

USED?

CTR

CR

CPC

SEARCH

SOCIAL

DISPLAY

EDM

ONLINE TV

NATIVE

RETARGETING

OTHER 1

OTHER 2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

CPA

THINGS CONVERSION
TO THINK ABOUT
EVENTS
BENCHMARKS

CHANNEL

USED?

SMART Goals
SEARCH
How
many?
SOCIAL
Business
Conversions
Digital
Conversions
DISPLAY
Sales
Channels
EDM
Sales Source
ONLINE TV
Path to sale

CTR

CR

CPC

NATIVE

RETARGETING

OTHER 1

OTHER 2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

CPA

SMART GOALS
CONVERSION EVENTS
BENCHMARKS
CHANNEL

USED?

Specific
Measurable
Achievable
Relevant
Time bound

CTR

CR

CPC

SEARCH

SOCIAL

DISPLAY

EDM

ONLINE TV

NATIVE

RETARGETING

OTHER 1

OTHER 2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

CPA

HOW MANY
GOALS?EVENTS
CONVERSION
BENCHMARKS
CHANNEL

USED?

CTR

CR

CPC

1 3 core goals that directly impact the bottom line

SEARCH

2SOCIAL
5 supporting goals
DISPLAY

EDM

ONLINE TV

NATIVE

RETARGETING

OTHER 1

OTHER 2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

CPA

BUSINESS
CONVERSIONS
CONVERSION
EVENTS
BENCHMARKS
CHANNEL

USED?

CTR

CR

CPC

My business considers a conversion complete when:

SEARCH

SOCIALmoney hits our account
q The
q An
in store sale
DISPLAY
q An
order is shipped
EDM
q A contract is signed
ONLINE TV
q A service is delivered in full
NATIVE
q A reseller places a new order
q ARETARGETING
new user registers or downloads our app
OTHER 1
q Deferred
purchase event e.g. pharmaceutical script filled.
q Other
OTHER 2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

CPA

DIGITAL CONVERSION
CONVERSIONS
EVENTS
BENCHMARKS
CHANNEL

USED?

CTR

CR

CPC

I consider a digital conversion is complete when:

SEARCH

q ASOCIAL
sale is complete in my online shop
q ADISPLAY
transaction is complete in my app
q AEDMnew enquiry is captured through a form on my website
q A new enquiry is captured through a call from my website
ONLINE TV
q A users is referred to an external site where they can buy
NATIVE
q Content is downloaded or a tool is used
RETARGETING
q Website
engagement above a threshold
OTHER 1
q Other
(e.g. coupon redemption in store)
OTHER 2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

CPA

SALES CHANNELS
CONVERSION EVENTS
BENCHMARKS
CHANNEL

USED?

CTR

How do people buy your stuff.

SEARCH

SOCIAL
q Website
q InDISPLAY
App Transaction
q Inbound
Calls
EDM
q Outbound Calls
ONLINE TV
q Field Sales Reps
NATIVE
q Bricks & Mortar Store
RETARGETING
q Retailers
& Resellers
OTHER 1
q Other

CR

CPC

OTHER 2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

CPA

SALES SOURCE
CONVERSION EVENTS
BENCHMARKS

CHANNEL

USED?

Category Intenders

SEARCH
Brand
Intenders


SOCIAL
Advertising




Repeat
/ Loyalty Purchase
DISPLAY
Referral
Purchase


EDM
Walk In/Impulse


ONLINE TV
Dont Know

CTR

CR

CPC

_____%
_____%
_____%
_____%
_____%
_____%
_____%

NATIVE

RETARGETING

OTHER 1

OTHER 2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

CPA

DATABASE
OF INTENTION
CONVERSION
EVENTS
BENCHMARKS
CHANNEL

USED?

CTR

CR

CPC

SEARCH

SOCIAL

DISPLAY

EDM

ONLINE TV

NATIVE

RETARGETING

OTHER 1

OTHER 2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

CPA

CONVERSION EVENTS
BENCHMARKS
CHANNEL

USED?

CTR

CR

CPC

SEARCH

SOCIAL

DISPLAY

EDM

ONLINE TV

NATIVE

RETARGETING

OTHER 1

OTHER 2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

CPA

REFERRALS
REFERRALS

RELATIONSHIPS

PATH TO SALE
CONVERSION EVENTS
CHANNEL

USED?

SITE/APP

CTR

CRM/ECOMM
/POS BENCHMARKS
WASTAGE
/IN STORE
CR

CPC

CPA

MARKET

SEARCH

SALE

SOCIAL

REACH
DISPLAY

REFERRALS
EDM

ONLINE TV

SITE/APP

CRM/ECOMM
/POS
/IN STORE

NATIVE

RETARGETING

SALE

OTHER 1

OTHER 2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

RELATIONSHIPS

REFERRALS
REFERRALS

RELATIONSHIPS

PATH TO SALE
CONVERSION EVENTS
CHANNEL

USED?

SITE/APP

CTR

CRM/ECOMM
/POS BENCHMARKS
WASTAGE
/IN STORE
CR

CPC

CPA

MARKET

SEARCH

SALE

SOCIAL

REACH
DISPLAY

REFERRALS
EDM

ONLINE TV

SITE/APP

CRM/ECOMM
/POS
/IN STORE

NATIVE

RETARGETING

SALE

OTHER 1

OTHER 2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

RELATIONSHIPS

PATH TO SALE
CONVERSION EVENTS
WASTAGE
CHANNEL

USED?

CTR

BENCHMARKS

CR

CPC

CPA

MARKET

SEARCH

SOCIAL

REACH
DISPLAY

REFERRALS

SITE/APP

EDM

ONLINE TV

CRM/ECOMM
/POS
/IN STORE

NATIVE

RETARGETING

SALE

OTHER 1

OTHER 2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

RELATIONSHIPS

PATH TO SALE
CONVERSION EVENTS
H TO SALE
WASTAGE
CHANNEL

USED?

CTR

CR

WASTAGE

CPC

10,000,000
___________

MARKET

SOCIAL

0.02
____%

0.10
____%

ONLINE TV

REFERRALS

2,000,000
___________

REACH

REFERRALS

Conversion Rate

2.00
____%
CRM/ECOMM
/POS
/IN STORE

NATIVE

RETARGETING

200,000
___________

SALE
SALE

OTHER 1

OTHER 2

$
#digiROI
#digiROI

@AffinityAU
@AffinityAU

10
____%

RELATIONSHIPS

CRM/ECOMM
/POS
/IN STORE

@LukeBrown_AU
@LukeBrown_AU

Market
Response
RELATIONSHIPS

SITE/APP
SITE/APP

Market
Penetration

____%
20

REACH

Market
DISPLAY
Conversion Rate
EDM

CPA

MARKET

SEARCH

Market Share

BENCHMARKS

Site to ____
Drop o

10
____%
20,000
___________
2,000
___________

$
@AdamSharAU
@AdamSharAU

____ to Sale
Drop o

10
____%

PATH TO SALE
CONVERSION EVENTS
H TO SALE
WASTAGE
CHANNEL

USED?

CTR

CR

WASTAGE

CPC

10,000,000
___________

MARKET

SOCIAL

0.08
____%

0.2
____%

ONLINE TV

REFERRALS

8,000,000
___________

REACH

REFERRALS

Conversion Rate

2.0
____%
CRM/ECOMM
/POS
/IN STORE

NATIVE

RETARGETING

800,000
___________

SALE
SALE

OTHER 1

OTHER 2

$
#digiROI
#digiROI

@AffinityAU
@AffinityAU

10
____%

RELATIONSHIPS

CRM/ECOMM
/POS
/IN STORE

@LukeBrown_AU
@LukeBrown_AU

Market
Response
RELATIONSHIPS

SITE/APP
SITE/APP

Market
Penetration

____%
20

REACH

Market
DISPLAY
Conversion Rate
EDM

CPA

MARKET

SEARCH

Market Share

BENCHMARKS

Site to ____
Drop o

10
____%
80,000
___________
8,000
___________

$
@AdamSharAU
@AdamSharAU

____ to Sale
Drop o

10
____%

PATH TO SALE
CONVERSION EVENTS
H TO SALE
WASTAGE
CHANNEL

USED?

CTR

CR

WASTAGE

CPC

10,000,000
___________

MARKET

SOCIAL

0.08
____%

0.40
____%

ONLINE TV

REFERRALS

2,000,000
___________

REACH

REFERRALS

Conversion Rate

4.00
____%
CRM/ECOMM
/POS
/IN STORE

NATIVE

RETARGETING

200,000
___________

SALE
SALE

OTHER 1

OTHER 2

$
#digiROI
#digiROI

@AffinityAU
@AffinityAU

10
____%

RELATIONSHIPS

CRM/ECOMM
/POS
/IN STORE

@LukeBrown_AU
@LukeBrown_AU

Market
Response
RELATIONSHIPS

SITE/APP
SITE/APP

Market
Penetration

____%
20

REACH

Market
DISPLAY
Conversion Rate
EDM

CPA

MARKET

SEARCH

Market Share

BENCHMARKS

Site to ____
Drop o

10
____%
20,000
___________
8,000
___________

$
@AdamSharAU
@AdamSharAU

____ to Sale
Drop o

40
____%

BUSINESS
GOALS
CONVERSION
EVENTS
BENCHMARKS
CHANNEL

USED?

CTR

1. _______________________

CR

CPC

SEARCH

2. SOCIAL
_______________________
DISPLAY

3. EDM
_______________________
ONLINE TV

NATIVE

RETARGETING

OTHER 1

OTHER 2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

CPA

DIGITAL CONVERSION
GOALS
EVENTS
BENCHMARKS
CHANNEL

USED?

CTR

1. _______________________

CR

CPC

SEARCH

2. SOCIAL
_______________________
DISPLAY

3. EDM
_______________________
ONLINE TV

NATIVE

RETARGETING

OTHER 1

OTHER 2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

CPA

PATH TO SALE
CONVERSION EVENTS
WASTAGE
CHANNEL

USED?

CTR

BENCHMARKS

CR

CPC

MARKET

SEARCH

Market Share

___________

SOCIAL

____%

___________

____%

REFERRALS

ONLINE TV

____%

___________

____%

CRM/ECOMM
/POS
/IN STORE

NATIVE

RETARGETING

SALE

OTHER 1

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

Site to ____
Drop o

____%
___________
___________

OTHER 2

Market
Response
RELATIONSHIPS

SITE/APP

Conversion Rate

Market
Penetration

____%

REACH

Market
DISPLAY
Conversion Rate
EDM

CPA

@AdamSharAU
@AdamSharAU

____ to Sale
Drop o

____%

PATH
SALE
PATH
TOTO
SALE

CONVERSION EVENTS

CHANNEL

USED?

CTR

SITE
PATH to
TOScale
SALE
Site Path

BENCHMARKS
WASTAGE
WASTAGE
CR
CPC

CPA

MARKET
MARKET

SEARCH

NEW LEAD CAPTURED

SOCIAL

REACH
REACH
DISPLAY

START
REFERRALS

SITE/APP
SITE/APP

Stage Name,
name, e.g.
e.g. Initiall
Add toCall
cart
Back
EDM

ONLINE TV

CRM/ECOMM
CRM/ECOMM
/POS
/POS
/IN STORE
/IN STORE

MIDDLE

NATIVE
Stage Name,
name, e.g.
e.g. Proposal
Login or Site
generated
Registration

RETARGETING

SALE SALE

END
OTHER 1

Stage Name,
name, e.g.
e.g. Contract
Purchasesigned
Thank You Page

$$

OTHER 2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

RELATIONSHIPS

PATH TO SALE

CONVERSION EVENTS
BENCHMARKS

CHANNEL

USED?

CRM/ECOMM PATH TO SALE

CTR

WASTAGE
CR

CPC
MARKET

SEARCH

NEW LEAD CAPTURED

SOCIAL
REACH

DISPLAY

START

Stage name, e.g. Initial Call Back

EDM

SITE/APP

ONLINE TV

CRM/ECOMM
/POS
/IN STORE

MIDDLE

NATIVE
Stage name, e.g. Proposal generated

RETARGETING

SALE

END
OTHER 1

Stage name, e.g. Contract signed

OTHER 2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

CPA

CONVERSION EVENTS
BENCHMARKS
CHANNEL

USED?

CTR

CR

CPC

SEARCH

SOCIAL

DISPLAY

EDM

ONLINE TV

NATIVE

QUESTIONS
RETARGETING

OTHER 1

OTHER 2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

CPA

KPIs

CONVERSION EVENTS

CHANNEL

BENCHMARKS
USED?

CTR

CR

CPC

SEARCH

SOCIAL

DISPLAY

EDM

ONLINE TV

NATIVE

RETARGETING

OTHER 1

OTHER 2

#digiROI

@AffinityAU

@LukeBrown_AU

@AdamSharAU

CPA

CONVERSION EVENTS
BENCHMARKS
CHANNEL

USED?

CTR

CR

CPC

CPA

SEARCH

SOCIAL

DISPLAY

EDM

HARD

ONLINE TV

KPIs

NATIVE

RETARGETING

&

OTHER 1

Soft

KPIs

OTHER 2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

CONVERSION EVENTS
BENCHMARKS
CHANNEL

SEARCH

USED?

CTR

CR

CPA

PURCHASE PATH
CONVERSION
EVENTS

SOCIAL

DISPLAY

EDM

CPC

1ST
VISIT

2ND
VISIT

ENQUIRY

ONLINE TV

NEWSLETTER
SIGNUP

RE-ENGAGEMENT

NATIVE

RETARGETING

OTHER 1

Frequency

Latency

OTHER 2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

CONVERSION EVENTS
WEIGHTED AND SUPPORTED
OUTCOMES
BENCHMARKS

CHANNEL

USED?

CTR

CR

CPC

CPA

FIRST TOUCH
Advertising
through
SEARCH
multiple channels
Referral from existing
customer
Read of page headline
SOCIAL
in organic
search

DISPLAY

FIRST ENGAGEMENT
Mouse hover over
banner ad
Click through to
website
External read of
reviews or press

CONSIDERATION
Subsequent site visits
Site Bookmark, send
or share
Social network query
e.g. has anyone hear
of these guys
before?

EDM

ONLINE TV

ACTION
Sign Up/Registration
App Install
Content save or download

CONVERSION

NATIVE

Purchase
Enquiry

REPEAT
CONVERSION

RETARGETING

Direct entry site visit

Engagement through eDM
Referral of new business
to you

OTHER 1

OTHER 2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

CONVERSION EVENTS
BENCHMARKS
CHANNEL

USED?

CTR

CR

CPC

SEARCH

SOCIAL

DISPLAY

EDM

ONLINE TV

NATIVE

RETARGETING

OTHER 1

OTHER 2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

CPA

KPI METRICS
CAN BE EVENTS
FOUND
CONVERSION
BENCHMARKS
CHANNEL

Social

USED?

CTR

CR

CPC

Newsletter

CPA

SEARCH

SOCIAL

Adserver

In Store / POS

DISPLAY

EDM

Web analytics

ONLINE TV

NATIVE

E-Commerce

Sales representatives
CRM

RETARGETING

OTHER 1

Mobile

Phone analytics

OTHER 2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

CONVERSION EVENTS
BENCHMARKS
CHANNEL

USED?

CTR

CR

CPC

SEARCH

SOCIAL

DISPLAY

EDM

ONLINE TV

NATIVE

RETARGETING

OTHER 1

OTHER 2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

CPA

CONVERSION EVENTS
BENCHMARKS
CHANNEL

USED?

CTR

CR

CPC

SEARCH

SOCIAL

DISPLAY

EDM

ONLINE TV

NATIVE

RETARGETING

OTHER 1

OTHER 2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

CPA

CONVERSION EVENTS
BENCHMARKS
CHANNEL

USED?

CTR

CR

CPC

SEARCH

SOCIAL

DISPLAY

EDM

ONLINE TV

NATIVE

RETARGETING

OTHER 1

OTHER 2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

CPA

INSTORECONVERSION EVENTS
BENCHMARKS
CHANNEL

USED?

CTR

CR

CPC

SEARCH

SOCIAL

DISPLAY

EDM

ONLINE TV

NATIVE

RETARGETING

OTHER 1

OTHER 2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

CPA

INSTORECONVERSION
METRICS
EVENTS
BENCHMARKS
CHANNEL

USED?

CTR

CR

CPC

Footfall
SEARCH

Change
room use
SOCIAL
Point
DISPLAY of sale transaction
EDM
Loyalty
card / app
ONLINE TV
Digital
Coupon / In store bounce back
NATIVE

iBeacon
RETARGETING

Behavioral engineering post purchase

OTHER 1

OTHER 2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

CPA

WEATHER
CONVERSION EVENTS
BENCHMARKS
CHANNEL

USED?

CTR

CR

CPC

SEARCH

SOCIAL

DISPLAY

EDM

ONLINE TV

NATIVE

RETARGETING

OTHER 1

OTHER 2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

CPA

API BUILDERS
CONVERSION EVENTS
BENCHMARKS
CHANNEL

USED?

CTR

CR

CPC

SEARCH

SOCIAL

DISPLAY

EDM

ONLINE TV

NATIVE

RETARGETING

OTHER 1

OTHER 2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

CPA

CONVERSION EVENTS
BENCHMARKS
CHANNEL

USED?

CTR

CR

CPC

SEARCH

SOCIAL

DISPLAY

EDM

ONLINE TV

NATIVE

RETARGETING

OTHER 1

OTHER 2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

CPA

CONVERSION EVENTS
BENCHMARKS
CHANNEL

USED?

CTR

CR

CPC

CPA

SEARCH

#NOPE
SOCIAL

DISPLAY

EDM

ONLINE TV

NATIVE

RETARGETING

OTHER 1

OTHER 2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

CONVERSION EVENTS
BENCHMARKS
CHANNEL

USED?

CTR

CR

CPC

SEARCH

SOCIAL

DISPLAY

EDM

ONLINE TV

NATIVE

RETARGETING

OTHER 1

OTHER 2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

CPA

10 MEASUREMENT
TESTS
CONVERSION
EVENTS
BENCHMARKS

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.
4.

CHANNEL

CPA

The consistency test. Will the data always be collected in the same way whoever measures it?

EDM

10.

CPC

SOCIAL

6.

9.

CR

The relevancy test. Is it the right measure of the performance measure we want to track?

DISPLAY

8.

CTR

SEARCH

5.

7.

USED?

The access test. Is it easy to locate and capture the data needed to make the measurement?
The clarity test. Is any ambiguity possible in interpreting the results?
The so-what test. Can and will the data be acted upon, i.e. is it actionable?

ONLINE TV

The timeliness test. Can the data be accessed rapidly and frequently enough for action?

NATIVE

The cost test. Is the measure worth the cost of measurement?

RETARGETING

The gaming test. Is the measure likely to encourage undesirable or inappropriate behaviors?

OTHER 1

OTHER 2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

CONVERSION EVENTS
BENCHMARKS
CHANNEL

USED?

CTR

CR

CPC

SEARCH

SOCIAL

KPI CASE STUDIES

DISPLAY

EDM

ONLINE TV

NATIVE

RETARGETING

OTHER 1

OTHER 2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

CPA

GAMED CONVERSION
METRICS
EVENTS
BENCHMARKS
CHANNEL

USED?

CTR

CR

CPC

CPA

SEARCH

SOCIAL

66%

45%

DISPLAY
Benchmark

Change

Optimization

500
450

EDM

eCommerce Sales

400
350

ONLINE TV

300
250

NATIVE

200
150

RETARGETING

100
50

OTHER 1

-
Week 1

Week 2

Week 3

Week 4

Week 5

Week 6

Week 7

Week 8

Week 9

OTHER 2

Week 10 Week 11 Week 12 Week 13 Week 14 Week 15 Week 16 Week 17 Week 18 Week 19 Week 20 Week 21 Week 22 Week 23 Week 24

eCommerce Sales

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

GAMED CONVERSION
METRICS
EVENTS
BENCHMARKS
CHANNEL

USED?

CTR

CR

CPC

CPA

SEARCH

SOCIAL

DISPLAY
Benchmark

Change

Optimization

500

EDM

eCommerce Sales

400
350

$2,000,000

ONLINE TV

300
250

$1,500,000

NATIVE

200
150

$1,000,000

RETARGETING

100
50

$500,000

OTHER 1

$-
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10 Week 11 Week 12 Week 13 Week 14 Week 15 Week 16 Week 17 Week 18 Week 19 Week 20 Week 21 Week 22 Week 23 Week 24

OTHER 2

eCommerce Sales

#digiROI
#digiROI

@AffinityAU
@AffinityAU

Revenue

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

Total Revenue

450

$2,500,000

GAMED CONVERSION
METRICS
EVENTS
BENCHMARKS
CHANNEL

USED?

CTR

CR

CPC

CPA

SEARCH

SOCIAL

DISPLAY

Review

500

EDM

eCommerce Sales

400
350

$2,000,000

ONLINE TV

300
250

$1,500,000

NATIVE

200
150

$1,000,000

RETARGETING

100
50

$500,000

OTHER 1

$-
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10 Week 11 Week 12 Week 13 Week 14 Week 15 Week 16 Week 17 Week 18 Week 19 Week 20 Week 21 Week 22 Week 23 Week 24

OTHER 2

eCommerce Sales

#digiROI
#digiROI

@AffinityAU
@AffinityAU

Revenue

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

Total Revenue

450

$2,500,000

GAMED CONVERSION
METRICS
EVENTS
BENCHMARKS
CHANNEL

USED?

CTR

CR

CPC

CPA

SEARCH

SOCIAL

DISPLAY
2,000

EDM

Ecommerce & Phone Sales

1,600
1,400

$2,000,000

ONLINE TV

1,200
1,000

$1,500,000

NATIVE

800
600

$1,000,000

RETARGETING

400
200

$500,000

OTHER 1

$-
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10 Week 11 Week 12 Week 13 Week 14 Week 15 Week 16 Week 17 Week 18 Week 19 Week 20 Week 21 Week 22 Week 23 Week 24

OTHER 2

Webform Enquiries

#digiROI
#digiROI

@AffinityAU
@AffinityAU

Phone Enquiries

@LukeBrown_AU
@LukeBrown_AU

Revenue

@AdamSharAU
@AdamSharAU

Total Revenue

1,800

$2,500,000

GAMED CONVERSION
METRICS
EVENTS
BENCHMARKS
CHANNEL

USED?

CTR

CR

CPC

CPA

SEARCH

SOCIAL

DISPLAY

Correction

2,000

EDM

Ecommerce & Phone Sales

1,600
1,400

$2,000,000

ONLINE TV

1,200
1,000

$1,500,000

NATIVE

800
600

$1,000,000

RETARGETING

400
200

$500,000

OTHER 1

$-
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10 Week 11 Week 12 Week 13 Week 14 Week 15 Week 16 Week 17 Week 18 Week 19 Week 20 Week 21 Week 22 Week 23 Week 24

OTHER 2

eCommerce Sales

#digiROI
#digiROI

@AffinityAU
@AffinityAU

Phone Sales

@LukeBrown_AU
@LukeBrown_AU

Revenue

@AdamSharAU
@AdamSharAU

Total Revenue

1,800

$2,500,000

CASE STUDY
- NEWSLETTERS
CONVERSION
EVENTS
BENCHMARKS
CHANNEL

USED?

CTR

CR

CPC

CPA

SEARCH

SOCIAL

DISPLAY

EDM

1ST
VISIT

2ND
VISIT

3RD
VISIT

ENQUIRY

NEWSLETTER
SIGNUP

ONLINE TV

NATIVE

RETARGETING

OTHER 1

OTHER 2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

CONVERSION EVENTS
BENCHMARKS
CHANNEL

USED?

CTR

CR

CPC

SEARCH

SOCIAL

DISPLAY

EDM

ONLINE TV

NATIVE

QUESTIONS
RETARGETING

OTHER 1

OTHER 2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

CPA

ESSENTIAL
TOOLS

CONVERSION EVENTS
BENCHMARKS

CHANNEL

USED?

CTR

SEARCH

CR

CPC

SOCIAL

DISPLAY

EDM

ONLINE TV

NATIVE

RETARGETING

OTHER 1

OTHER 2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

CPA

ESSENTIAL
TOOLS
CONVERSION
EVENTS
BENCHMARKS
CHANNEL

USED?

CTR

CR

CPC

SEARCH

SOCIAL

DISPLAY

EDM

ONLINE TV

NATIVE

RETARGETING

OTHER 1

OTHER 2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

CPA

SITE ANALYTICS
CONVERSION
esource'Mgmt'

EVENTS
BENCHMARKS

CHANNEL

USED?

CTR

CR

Web'&'Mobile'AnalyIcs'

CPC

SEARCH

SOCIAL

DISPLAY

EDM

Ics/Management'
ONLINE TV

NATIVE

roject'Mgmt'

RETARGETING

OTHER 1

BI,'CI'&'Data'Science'

OTHER 2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

CPA

CONVERSION EVENTS
BENCHMARKS
CHANNEL

USED?

CTR

CR

CPC

SEARCH

SOCIAL

DISPLAY

EDM

ONLINE TV

NATIVE

RETARGETING

OTHER 1

OTHER 2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

CPA

ANNOTATION
CONVERSION EVENTS
BENCHMARKS

Annotate
your timeline
to keepCTRtrack of what
changes
to
CHANNEL
USED?
CR
CPC youve made
CPA
your site or campaigns youve run, and what the impact has been.
SEARCH

SOCIAL

DISPLAY

EDM

ONLINE TV

NATIVE

RETARGETING

OTHER 1

OTHER 2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

URL SUFFIXES
CONVERSION EVENTS
BENCHMARKS
CHANNEL

USED?

CTR

CR

CPC

CPA

http://www.you.com?utm_term=Low_Value_Customer
SEARCH

SOCIAL
Analytic
platforms pick up the referral source of organic traffic but
wont
for a direct URL entry.
DISPLAY
EDM

Paid traffic is generally recorded as direct entry unless you set have a
ONLINE TV
URL
suffix in place.
NATIVE

IfRETARGETING
you define paid traffic you can get more insight than from paid than
organic traffic.
OTHER 1

OTHER 2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

UTM BUILDERS
CONVERSION EVENTS
BENCHMARKS
CHANNEL

USED?

CTR

CR

CPC

https://support.google.com/analytics/answer/1033867?hl=en
SEARCH

Segment you paid traffic easily

SOCIAL

Disregard the naming convention

DISPLAY

EDM

Use variables however works for you

ONLINE TV

Complex campaigns make UTMs hard

to manage

NATIVE

RETARGETING

Simplify by automating them using

your adserver.

OTHER 1

OTHER 2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

CPA

CONVENTION
CONSIDERATIONS
CONVERSION
EVENTS
BENCHMARKS
CHANNEL

USED?

CTR

CR

CPC

Keep your convention consistent across channels

CPA

SEARCH
SOCIAL and try to future-proof how you use the variables
Plan
DISPLAY

Remember
that your competitors can read the UTM
EDM
ONLINE TV

Remember that your customers can read the UTM

NATIVE
RETARGETING
UTMs
dont just apply to paid traffic, you can use them anywhere you
define
OTHER 1 the URL that points to your website
OTHER 2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

UPGRADE
CONVERSION EVENTS
BENCHMARKS

If Google
AnalyticsUSED?
was deployed
more than
2 yearsCPCago you might
CHANNEL
CTR
CR
CPA
want to consider upgrading to the new Universal Analytics.
SEARCH

Google Analytics

SOCIAL

<script type="text/javascript">
var _gaq = _gaq || [];
_gaq.push(['_setAccount', 'UA-XXXXXXXX-X']);
DISPLAY
_gaq.push(['_trackPageview']);

(funcLon() {
var ga = document.createElement('script'); ga.type = 'text/javascript'; ga.async = true;
EDM
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>

ONLINE TV

Universal Analytics

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

NATIVE

<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)
RETARGETING
})(window,document,'script','//www.google-analyLcs.com/analyLcs.js','ga');

ga('create', 'UA-XXXXXXXX-X', 'mydomain.com');
ga('send', 1
'pageview');
OTHER

</script>

Con:

Youll need to get the change made

Existing eCommerce integration need updating
Your reported traffic volumes might change

OTHER 2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

SHARING
CONVERSION EVENTS
BENCHMARKS
CHANNEL

USED?

CTR

CR

CPC

The best analytics work is collaborative analytics work

CPA

SEARCH
SOCIAL
All
parties should work using the same view of your site data
DISPLAY

Annotations,
Segments & Dashboards can be shared
EDM
ONLINE TV

NATIVE

RETARGETING

OTHER 1

OTHER 2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

DATA LEAKAGE
CONVERSION EVENTS
BENCHMARKS

If you CHANNEL
deal with sensitive
information
captured
in a web
form, make
USED?
CTR
CR
CPC
CPA
sure it isnt being passed into Google Analytics.
SEARCH

SOCIAL

DISPLAY

EDM

/thankyou?name=Ted%20Bundy&phone=555%2012
34&comment=Ive%20killed%20some%20people%
20can%20I%20speak%20to%20you%20in%20con
fidence

ONLINE TV

NATIVE

RETARGETING

OTHER 1

OTHER 2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

Mobile'MarkeIng'

Display'&'NaIve'Ads'

ADSERVERS
CONVERSION EVENTS
USED?
Display'&'NaIve'Ads'

CHANNEL

Customer'Ex
Social'Me

MARKETING'EXPERIENCES'
BENCHMARKS
Inuencer'MarkeIng'
CTR

SEARCH

CR

CPC

Mobile'MarkeIng'
Video'MarkeIng'&'Ads'
Social'Media'MarkeIng'

SOCIAL

Email'Mar

CPA

Loyalty/Refe
Loyalty/Refer

DISPLAY

EDM

ONLINE TV

Inuencer
Video'MarkeIng'&'Ads'

Display'&'NaIve'Ads'
Search'&'Social'Ads'

PersonalizaI

NATIVE

Social'Me
Events'&'W

RETARGETING

OTHER 1

Video'MarkeIng'&'Ads'

TesIng'&'O
TesIng'&'Op

Events'&'Webinars'
#digiROI
#digiROI

@AffinityAU
@AffinityAU

CommuniIes'&'Reviews'

LE&'
RE'

OTHER 2

Search'&'Social'Ads'

CommuniIes'&'Reviews'

@LukeBrown_AU
@LukeBrown_AU

Data'Management'PlaQorms/Custome
@AdamSharAU
@AdamSharAU

WHY USE
AN ADSERVER
CONVERSION
EVENTS
BENCHMARKS
CHANNEL

USED?

CTR

CR

CPC

CPA

Independent
verification that what you bought is what you got
SEARCH
Allow
SOCIAL you to use richer more engaging creative
DISPLAY
Allow
you to control message targeting by geo, demo or sequence
EDM

Track your reach across channels

ONLINE TV

Deduplicated conversions
NATIVE

Media
attribution
RETARGETING
OTHER 1 safety
Brand
OTHER 2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

PROGRAMATIC
LANDSCAPE
CONVERSION
EVENTS
CHANNEL

BENCHMARKS

DISPLAY(LUMAscape
USED?

CTR

Agency
Trading Desks

Agencies

DSPs

CR
Exchanges

Ad Networks
Horizontal

CPC

CPA

Sharing Data /
Social Tools

SEARCH

SOCIAL

DISPLAY

EDM

ONLINE TV

NATIVE

Video / Rich Media

SSPs

M
A
R
K
E
T
E
R

Vertical / Custom

Creative
Optimization

Media Planning
and Attribution

Publisher
Tools

DMPs and Data

Aggregators
Targeted Networks / AMPs

Performance
Tag Mgmt
Retargeting
Ad Servers

RETARGETING

Ad Servers

Verification /
Privacy

Measurement
and Analytics

P
U
B
L
I
S
H
E
R

Data Suppliers
Mobile

OTHER 1

Media Mgmt Systems and Operations

OTHER 2

Denotes acquired company

#digiROI
#digiROI

@AffinityAU
@AffinityAU

C
O
N
S
U
M
E
R

Denotes shuttered company

@LukeBrown_AU
@LukeBrown_AU

"LUMA"Partners"LLC"2014

@AdamSharAU
@AdamSharAU

CONVERSION EVENTS
BENCHMARKS
CHANNEL

USED?

CTR

CR

CPC

REACH TRAP
SEARCH

SOCIAL

DISPLAY

EDM

ONLINE TV

NATIVE

RETARGETING

OTHER 1

OTHER 2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

CPA

REACH TRAP
RISK FACTORS
CONVERSION
EVENTS
BENCHMARKS
CHANNEL

USED?

CTR

CR

Substantial budgets active in a digital channel

CPC

SEARCH
SOCIAL
Target
a niche audience on an always on basis
DISPLAY

Put
a disproportionate amount of budget into retargeting
EDM
ONLINE TV

Dont have conversions deduplicate across channels

NATIVE
RETARGETING
Use
long look back windows to attribute conversions
OTHER 1

OTHER 2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

CPA

DIAGNOSIS
CONVERSION EVENTS
BENCHMARKS
CHANNEL

USED?

CTR

CR

CPC

CPA

Steady decline in total conversion numbers despite good conversion

SEARCH
rates
and cost per acquisition from paid activity
SOCIAL

No
increase in conversion numbers when extra budget is added
DISPLAY
EDM

No drop in conversion numbers when budget is tightened

ONLINE TV

NATIVE
An
unusually long average conversion latency
RETARGETING

OTHER 1

OTHER 2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

CONVERSION
TAGS EVENTS
CONVERSION
BENCHMARKS
CHANNEL

USED?

CTR

CR

CPC

CPA

Conversion tags let you, your suppliers and their platforms know when a
SEARCH
conversion
happens letting them optimize towards driving more.

SOCIAL

DISPLAY

EDM
EDM

ONLINE TV

SITE
VISIT

BROWSE
CONTENT

ADD TO
CART

SITE
SIGN UP

CONFIRM &
CHECKOUT

NATIVE

RETARGETING

OTHER 1

OTHER 2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

TAG MANAGEMENT
CONVERSIONPLATFORMS
EVENTS
BENCHMARKS
CHANNEL

USED?

CTR

CR

CPC

SEARCH

SOCIAL

DISPLAY

EDM

ONLINE TV

NATIVE

RETARGETING

OTHER 1

OTHER 2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

CPA

ts'&'Webinars'

MIDDLE&'
WARE'

TesIng'&'OpImizaIon'

CRM

BACKBONE'
PLATFORMS'

CHANNEL

Sales'Enablement'
Data'Management'PlaQorms/Customer'Data'PlaQorms'

CONVERSION EVENTS
BENCHMARKS
USED?

PlaQorm/Suite'

CTR

CRM'

CR

CPC

Ve
MarkeIng'Automa

CPA

SEARCH

tomer'Data'PlaQorms'
SOCIAL

Tag'Management'

IdenIty'

DISPLAY

INFRA&'
STRUCTURE'

EDM

ONLINE TV

MarkeIng'AutomaIon/Campaign'&'Lead'Mgmt'
Web'Content/Experi
Cloud/IaaS/PaaS'
Databases'&'Big'Data'

NATIVE

RETARGETING

OTHER 1

Cloud/IaaS/PaaS'

Mobile'App'Dev'&'MarkeIng'

OTHER 2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

Web'Dev'

CRM ESSENTIALS
CONVERSION EVENTS
BENCHMARKS
CHANNEL

USED?

CTR

CR

CPC

Contact hierarchies structured to reflect your business

SEARCH
SOCIAL captured in validated fields
Data
DISPLAY

Integrated
CLM capabilities
EDM
ONLINE TV

NATIVE

RETARGETING

OTHER 1

OTHER 2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

CPA

CRM BEST
PRACTICE EVENTS
CONVERSION
BENCHMARKS
CHANNEL

USED?

App level UI simplicity

CTR

CR

CPC

CPA

SEARCH
SOCIAL specific layouts, portals & dashboards
Role
DISPLAY

Automated
task creation & hand over between teams or roles
EDM
ONLINE TV

Mandatory data capture structured to allow better measurement

NATIVE
RETARGETING
Integration
with every other system that holds customer data

OTHER 1

OTHER 2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

CONVERSION EVENTS
BENCHMARKS
CHANNEL

USED?

CTR

CR

CPC

SEARCH

SOCIAL

DISPLAY

EDM

ONLINE TV

NATIVE

QUESTIONS
RETARGETING

OTHER 1

OTHER 2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

CPA

CONVERSION EVENTS
BENCHMARKS
CHANNEL

USED?

CTR

CR

CPC

SEARCH

SOCIAL

DISPLAY

EDM

ONLINE TV

NATIVE

RETARGETING

OTHER 1

OTHER 2

#digiROI

@AffinityAU

@LukeBrown_AU

@AdamSharAU

CPA

CONVERSION EVENTS
BENCHMARKS
CHANNEL

USED?

CTR

CR

CPC

SEARCH

SOCIAL

DISPLAY

EDM

ONLINE TV

NATIVE

RETARGETING

OTHER 1

OTHER 2

#digiROI

@AffinityAU

@LukeBrown_AU

@AdamSharAU

CPA

CONVERSION EVENTS
BENCHMARKS
CHANNEL

USED?

CTR

CR

CPC

SEARCH

SOCIAL

DISPLAY

EDM

ONLINE TV

NATIVE

RETARGETING

OTHER 1

OTHER 2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

CPA

KEY
METRICS
CONVERSION EVENTS
KEY METRICS
BENCHMARKS
CHANNEL

SEARCH

USED?

CTR

CHANNEL

CR

CPC

TRACKED METRICS & BENCHMARK PERFORMANCE

METRIC NAME
BENCHMARK

SOCIAL

METRIC NAME
BENCHMARK

DISPLAY

METRIC NAME
BENCHMARK

EDM

METRIC NAME
BENCHMARK

ONLINE TV

METRIC NAME
BENCHMARK

NATIVE

METRIC NAME
BENCHMARK

RETARGETING

METRIC NAME
BENCHMARK

OTHER 1

OTHER 2

Replace with corrected table, this one has too many columns
#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

CPA

CONVERSION EVENTS
BENCHMARKS
CHANNEL

USED?

CTR

CR

CPC

SEARCH

SOCIAL

DISPLAY

EDM

ONLINE TV

NATIVE

RETARGETING

OTHER 1

OTHER 2

#digiROI

@AffinityAU

@LukeBrown_AU

@AdamSharAU

CPA

KEY
METRICS
CONVERSION EVENTS
KEY METRICS
BENCHMARKS
CHANNEL

SEARCH

USED?

CTR

CHANNEL

CR

CPC

TRACKED METRICS & BENCHMARK PERFORMANCE

METRIC NAME
BENCHMARK

SOCIAL

METRIC NAME
BENCHMARK

DISPLAY

METRIC NAME
BENCHMARK

EDM

METRIC NAME
BENCHMARK

ONLINE TV

METRIC NAME
BENCHMARK

NATIVE

METRIC NAME
BENCHMARK

RETARGETING

METRIC NAME
BENCHMARK

OTHER 1

OTHER 2

Replace with corrected table, this one has too many columns
#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

CPA

YOUR TOP
3
PRIME
METRICS
CONVERSION
EVENTS
CONVERSION EVENTS
CHANNEL
CHANNEL

USED?
USED?

CTR
CTR

1. _______________________

BENCHMARKS
BENCHMARKS
CR
CPC
CR
CPC

SEARCH
SEARCH

2. SOCIAL
_______________________
SOCIAL
DISPLAY
DISPLAY

3. EDM
_______________________
EDM
ONLINE TV
ONLINE TV
NATIVE
NATIVE
RETARGETING
RETARGETING
OTHER 1
OTHER 1
OTHER 2
OTHER 2

#digiROI
#digiROI
#digiROI

@AffinityAU
@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

@AdamSharAU

CPA
CPA

CONVERSION EVENTS

DOESNT
ADD UP
BENCHMARKS

CHANNEL

USED?

CTR

SEARCH

SOCIAL

DISPLAY

CR

CPC

EDM

ONLINE TV

NATIVE

RETARGETING

OTHER 1

OTHER 2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

CPA

TOP 5

CONVERSION EVENTS

MOST COMMON MEASUREMENT PROBLEMS

BENCHMARKS
1.

CHANNEL

USED?

CTR

CR

Channel is claiming more clicks that you can see

CPC

SEARCH

2.
3.

Channel is claiming more conversion than you can see

SOCIAL

DISPLAY

Your reports show impossible click through rates

EDM

4.
5.

Adserver and publisher reports dont match

ONLINE TV

NATIVE

Agency claims Ive reached more people than exist

RETARGETING

OTHER 1

OTHER 2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

CPA

CONVERSION EVENTS
BENCHMARKS
CHANNEL

USED?

CTR

CR

CPC

SEARCH

SOCIAL

DISPLAY

EDM

ONLINE TV

NATIVE

RETARGETING

OTHER 1

OTHER 2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

CPA

CHANNEL CLAIMING MORE

CONVERSION EVENTS
CLICKS THAN YOU CAN SEE
BENCHMARKS

CHANNEL

USED?

CTR

CR

1. Know your click attrition rates by channel

CPC

CPA

SEARCH

2. SOCIAL
Check site analytics is deployed correctly
DISPLAY

3. EDM
Confirm your page load times arent the problem
ONLINE TV

4. Apply a URL suffix if you havent already

NATIVE

5. RETARGETING
Have your partners audit their URLs to make sure theyve used them
OTHER 1

6. OTHER
Automate
URL suffixes to prevent handling errors
2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

CONVERSION EVENTS
BENCHMARKS
CHANNEL

USED?

CTR

CR

CPC

SEARCH

SOCIAL

DISPLAY

EDM

ONLINE TV

NATIVE

RETARGETING

OTHER 1

OTHER 2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

CPA

CHANNEL CLAIMING MORE

CONVERSION EVENTS
CONVERSIONS THAN EXIST
BENCHMARKS

1st

CHANNEL

USED?

CTR

Step - Basics

CR

CPC

CPA

SEARCH
SOCIAL
Confirm
that tags have only been deployed to the right pages.

DISPLAY
2nd EDM
Step Easy Best Practice

ONLINE TV

Disregard your channel reports and start measuring performance

NATIVE
through
site analytics.
RETARGETING

Use
an automated URL sux to ensure that your site analytics
OTHER 1
tracks everything correctly and human error doesnt limit your
OTHER 2
visibility.

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

CHANNEL CLAIMING MORE

CONVERSION EVENTS
CONVERSIONS THAN EXIST
BENCHMARKS

3rd

CHANNEL

USED?

CTR

Step Slightly Technical

CR

CPC

CPA

SEARCH
SOCIAL page tests to make sure conversion tags fire in only the correct
Run
locations,
and only fire once.
DISPLAY

4th

EDM

step Advanced
ONLINE TV

NATIVE
Start
tracking all media through an integrated adserver, which will
deduplicate
conversions correctly.
RETARGETING
OTHER 1

Set up an attribution model, and a data feed to suppliers DMP, then

OTHER 2
have them suppliers optimise to how you attribute conversions.

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

CONVERSION EVENTS
BENCHMARKS
CHANNEL

USED?

CTR

CR

CPC

SEARCH

SOCIAL

DISPLAY

EDM

ONLINE TV

NATIVE

RETARGETING

OTHER 1

OTHER 2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

CPA

IMPOSSIBLE
CTR
CONVERSION
EVENTS
BENCHMARKS
CHANNEL

USED?

CTR

1. Re-export the tags from your

3rd

CR

party adserver

CPC

CPA

SEARCH

2. SOCIAL
Get the publisher to show you the code they implemented
DISPLAY

3. EDM
Confirm that the publisher has deployed them the right way around

ONLINE TV
ONLINE TV

NATIVE

RETARGETING

OTHER 1

OTHER 2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

ADSERVER & PUBLISHER

CONVERSION EVENTS
REPORTS DONT MATCH
BENCHMARKS

CHANNEL

USED?

CTR

CR

CPC

SEARCH

SOCIAL

DISPLAY

EDM

ONLINE TV

NATIVE

RETARGETING

OTHER 1

OTHER 2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

CPA

ADSERVER & PUBLISHER

CONVERSION EVENTS
REPORTS DONT MATCH
BENCHMARKS

CHANNEL

USED?

CTR

CR

CPC

1. Get the publisher to show you the code they implemented

CPA

SEARCH

2. SOCIAL
Check to see if the code contains [timestamp]
DISPLAY

3. EDM
Have them replace the placeholder with a working timestamp macro
ONLINE TV

NATIVE

RETARGETING

OTHER 1

OTHER 2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

AGENCY CLAIMS IVE REACHED

CONVERSION EVENTS
REACH DUPLICATION
MORE PEOPLE
THAN EXIST
BENCHMARKS

CHANNEL

USED?

CTR

CR

CPC

SEARCH

SOCIAL

SOCIAL

DISPLAY

EDM

TARGET
MARKET

ONLINE TV

NATIVE

SEARCH

RETARGETING

DISPLAY

OTHER 1

OTHER 2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

CPA

CONVERSION EVENTS
BENCHMARKS
CHANNEL

USED?

CTR

CR

CPC

SEARCH

SOCIAL

DISPLAY

EDM

ONLINE TV

NATIVE

QUESTIONS
RETARGETING

OTHER 1

OTHER 2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

CPA

CONVERSION EVENTS
BENCHMARKS
CHANNEL

USED?

CTR

CR

CPC

SEARCH

SOCIAL

DISPLAY

EDM

ONLINE TV

NATIVE

RETARGETING

OTHER 1

OTHER 2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

CPA

CONVERSION EVENTS
BENCHMARKS
CHANNEL

USED?

CTR

CR

CPC

SEARCH

SOCIAL

DISPLAY

EDM

ONLINE TV

NATIVE

RETARGETING

OTHER 1

OTHER 2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

CPA

CONVERSION EVENTS
BENCHMARKS
CHANNEL

USED?

CTR

CR

CPC

SEARCH

SOCIAL

DISPLAY

EDM

ONLINE TV

NATIVE

RETARGETING

OTHER 1

OTHER 2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

CPA

CONVERSION EVENTS
BENCHMARKS
CHANNEL

USED?

CTR

CR

CPC

SEARCH

SOCIAL

DISPLAY

EDM

ONLINE TV

NATIVE

RETARGETING

OTHER 1

OTHER 2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

CPA

CONVERSION EVENTS
BENCHMARKS
CHANNEL

USED?

CTR

CR

CPC

SEARCH

SOCIAL

DISPLAY

EDM

ONLINE TV

NATIVE

RETARGETING

OTHER 1

OTHER 2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

CPA

CONVERSION EVENTS
BENCHMARKS
CHANNEL

USED?

CTR

CR

CPC

SEARCH

SOCIAL

DISPLAY

EDM

ONLINE TV

NATIVE

QUESTIONS
RETARGETING

OTHER 1

OTHER 2

#digiROI

@AffinityAU

@LukeBrown_AU

@AdamSharAU

CPA

MEASUREMENT
CONVERSION
EVENTS
FRAMEWORKS
BENCHMARKS

CHANNEL

USED?

CTR

CR

CPC

SEARCH

SOCIAL

DISPLAY

EDM

ONLINE TV

NATIVE

RETARGETING

OTHER 1

OTHER 2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

CPA

MEASUREMENT
FRAMEWORK
CONVERSION
EVENTS
BENCHMARKS
CHANNEL

USED?

CTR

CR

CPC

Plan
SEARCH and engage key stakeholders for their requirements
Identify
Define what data you want to collect by channel or asset
SOCIAL
Identify the right tools to collect the data you need

CPA

DISPLAY

Deploy
EDM
Generate any needed code and specify how the tracking should be deployed
ONLINE TV
Ensure
that access to relevant tools is given to relevant stakeholders
Assign
NATIVE responsibility for deployment to best person for the job
RETARGETING

Maintain
OTHER 1 measurement fault dates, causes and resolutions.
Record
Make
sure all of your stakeholder and partners understand their responsibilities
OTHER 2
and consistently deliver what you need.

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

MEASUREMENT
FRAMEWORK
CONVERSION
EVENTS
BENCHMARKS
CHANNEL

USED?

CTR

CR

CPC

Plan
SEARCH and engage key stakeholders for their requirements
Identify
Define what data you want to collect by channel or asset
SOCIAL
Identify the right tools to collect the data you need

CPA

DISPLAY

Deploy
EDM
Generate any needed code and specify how the tracking should be deployed
ONLINE TV
Ensure
that access to relevant tools is given to relevant stakeholders
Assign
NATIVE responsibility for deployment to best person for the job
RETARGETING

Maintain
OTHER 1 measurement fault dates, causes and resolutions.
Record
Make
sure all of your stakeholder and partners understand their responsibilities
OTHER 2
and consistently deliver what you need.

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

CONVERSION
EVENTS
MEASUREMENT
TOOLS
BENCHMARKS
CHANNEL

USED?

CTR

CHANNEL

SEARCH

CR

CPC

CPA

MEASUREMENT TOOLS
MAIN TOOL

OWNER

DEDUPES?

SECONDARY TOOL

OWNER

WEBSITE

SOCIAL

DISPLAY

EDM

ONLINE TV

NATIVE

RETARGETING

OTHER 1

OTHER 2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

DEDEUPES?

CONVERSION EVENTS
BENCHMARKS
CHANNEL

USED?

CTR

CR

CPC

SEARCH

SOCIAL

DISPLAY

EDM

ONLINE TV

NATIVE

RETARGETING

OTHER 1

OTHER 2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

CPA

CONVERSION EVENTS
BENCHMARKS
CHANNEL

USED?

CTR

CR

CPC

SEARCH

SOCIAL

DISPLAY

EDM

ONLINE TV

NATIVE

RETARGETING

OTHER 1

OTHER 2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

CPA

KISS

CONVERSION EVENTS
BENCHMARKS

CHANNEL

USED?

CTR

CR

CPC

SEARCH

SOCIAL

DISPLAY

EDM

ONLINE TV

NATIVE

RETARGETING

OTHER 1

OTHER 2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

CPA

CHOOSING
CHANNELEVENTS
METRICS
CONVERSION
BENCHMARKS
CHANNEL

USED?

Performance Driven

SEARCH

Cost
Per
SOCIAL

Acquisition/Transaction
DISPLAY
Completed supporting outcome
EDM
Rate of
ONLINE TV
Clicks to Acquisition/Transaction
Clicks
to Supporting Outcome
NATIVE

Transactional
RETARGETING

Avg.OTHER
Basket
Size
1
Avg. Basket Revenue
Avg.OTHER
Basket
Profit
2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

CTR

CR

Delivery Driven

Daily/Weekly/Monthly

Clicks/Traffic
Sign Ups/Registrations
New Biz Conversions
Repeat Biz Conversions

Transactional

Total Revenue
Total Profit
Marketing ROI

@LukeBrown_AU
@LukeBrown_AU

CPC

CPA

Insights Driven

Path to Purchase

Avg. Frequency before $
Avg. Latency before $

Lifetime Customer

Avg. Lifetime Revenue
Avg. Lifetime Profit

@AdamSharAU
@AdamSharAU

BEST PRACTICE
CONVERSION EVENTS
BENCHMARKS
CHANNEL

USED?

CTR

CR

CPC

CPA

Choose metrics that lead to the completion of a business or digital goal.

SEARCH
SOCIAL
Choose
metrics common to & consistently present across all channels.

DISPLAY
Preferentially
track metrics that your marketing efforts actually affect.
EDM

ONLINE TV

Ensure your tools will let you deduplicated transactions or enquiries.

NATIVE
RETARGETING
Decide
in advance how you will gauge success for a metric.
OTHER 1

OTHER 2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

COMPARISON
METRICS
CONVERSION
EVENTS
BENCHMARKS
CHANNEL

USED?

CTR

CR

CPC

CPA

A metric is a meaningless without a gauge of success, so always use a

SEARCH
comparison
metric.
SOCIAL

Common Comparison Metrics

DISPLAY

EDM
Result
vs Target
Result
vs Benchmark
ONLINE TV
Result
vs Time
NATIVE

Year on Year
RETARGETING
Period on Period
OTHER 1

OTHER 2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

CONVERSION EVENTS
BENCHMARKS
CHANNEL

USED?

CTR

CR

CPC

SEARCH

SOCIAL

DISPLAY

EDM

ONLINE TV

NATIVE

QUESTIONS
RETARGETING

OTHER 1

OTHER 2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

CPA

CONVERSION EVENTS
ADVANCED
TOOLS
BENCHMARKS

CHANNEL

USED?

CTR

CR

CPC

SEARCH

SOCIAL

DISPLAY

EDM

ONLINE TV

NATIVE

RETARGETING

OTHER 1

OTHER 2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

CPA

CALL TRACKING
CONVERSION EVENTS
BENCHMARKS
CHANNEL

USED?

CTR

CR

CPC

SEARCH

SOCIAL

DISPLAY

EDM

ONLINE TV

NATIVE

RETARGETING

OTHER 1

OTHER 2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

CPA

MEDIA ATTRIBUTION
CONVERSION EVENTS
BENCHMARKS
CHANNEL

USED?

CTR

Transparent path to purchase

CR

CPC

CPA

SEARCH

Clearly shows cross channel interaction

Identifies best performing paths to conversion
DISPLAY
Shows path to conversion length in time & touch
SOCIAL

EDM

ONLINE TV

ONLINE TV
Assign
credit based on different models
NATIVE

Compare & contrast different models to find what channels, strategies,

audience segments, campaigns, creatives, messages/copy, keywords add
OTHER 1
the most value.
RETARGETING

OTHER 2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

MEDIA ATTRIBUTION
TOOLS
CONVERSION EVENTS
BENCHMARKS
CHANNEL

USED?

CTR

CR

CPC

SEARCH

SOCIAL

DISPLAY

EDM

ONLINE TV

NATIVE

RETARGETING

OTHER 1

OTHER 2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

CPA

ATTRIBUTION
MODELS
CONVERSION
EVENTS
BENCHMARKS
CHANNEL

USED?

CTR

CR

CPC

SEARCH

SOCIAL

DISPLAY

EDM

ONLINE TV

NATIVE

RETARGETING

OTHER 1

OTHER 2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

CPA

BRAND SAFETY
CONVERSION EVENTS
BENCHMARKS
CHANNEL

USED?

CTR

CR

CPC

SEARCH

SOCIAL

DISPLAY

EDM

ONLINE TV

NATIVE

RETARGETING

OTHER 1

OTHER 2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

CPA

BRAND SAFETY
CONVERSION EVENTS
BENCHMARKS

Reporters
CHANNEL
USED?
CTR
CR
CPC
CPA
Build a list of questionable impressions for you to review and action
SEARCH

Pro:

Get visibility of blind exchanges, lets you push for make good

Con:

Doesnt keep you brand safe, just lets you solve the problem after the fact

SOCIAL

DISPLAY

EDM
Blockers
Prevents
ONLINE TVyour ad from being bid on or appearing on suspect sites

Pro:
Prevents the majority of brand risk ad impressions
Con: Doesnt prevent all brand unsafe impressions
RETARGETING
NATIVE

OTHER 1

OTHER 2

Typically oversensitive and might block many safe & relevant ad impressions
Cant be used if for products with overlap into a risk category
For CPM buys - publishers will hate you for serving blank ads

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

PRO TIPSCONVERSION EVENTS

BENCHMARKS
CHANNEL

USED?

CTR

CR

CPC

CPA

The best brand safety tool is the platform you use to target media.
SEARCH

Search:
Keep negative keyword lists up to date
Display: Use white lists preferentially over blind exchanges
DISPLAY
SOCIAL

EDM

ONLINE TV

NATIVE

RETARGETING

OTHER 1

OTHER 2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

CONVERSION EVENTS
BENCHMARKS
CHANNEL

USED?

CTR

CR

CPC

SEARCH

SOCIAL

DISPLAY

EDM

ONLINE TV

NATIVE

QUESTIONS
RETARGETING

OTHER 1

OTHER 2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

CPA

CONVERSION EVENTS
BENCHMARKS
CHANNEL

USED?

CTR

CR

CPC

SEARCH

SOCIAL

DISPLAY

EDM

ONLINE TV

NATIVE

RETARGETING

OTHER 1

OTHER 2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

CPA

THE QUEST
FOR ANSWERS
CONVERSION
EVENTS
BENCHMARKS
CHANNEL

USED?

CTR

CR

CPC

CPA

Actionable insights are answers to business questions. To start answering

SEARCH
these
questions, start asking some.

SOCIAL
Structure
your analysis using simple but specific questions like;
DISPLAY

EDM
Where does my traffic come from?
ONLINE TV
Where do my conversions come from?
NATIVE
How
do the different pages on my website aid conversion?
RETARGETING

OTHER 1

OTHER 2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

MEANINGFUL
QUESTIONS
CONVERSION
EVENTS
BENCHMARKS
CHANNEL

USED?

CTR

CR

CPC

CPA

Work your way up to questions that give you answers, not metrics
SEARCH
SOCIAL How do my different channels perform?
Q.
A.
Like this, using three prime metrics as meaningful comparisons
DISPLAY

EDM
Q. How can I improve my conversion rate?
ONLINE By
TV
A.
applying the learnings of the 3 top pages to the 3 bottom pages
NATIVE
Q. How can I promote repeat purchase?
RETARGETING
A. Here are the factors common in repeat purchasing customers, some of
1
OTHER which
we can amplify across single purchase customers
OTHER 2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

METRIC SELECTION
CONVERSION EVENTS
BENCHMARKS
CHANNEL

USED?

CTR

CR

CPC

What metrics should I use to answer the question?

CPA

SEARCH
SOCIAL 1st party data do I have on hand?
What
DISPLAY

What
external data sources can I access?
EDM
ONLINE TV

How can I judge the accuracy of the data?

NATIVE
RETARGETING
Can
I improve accuracy & accountability by using multiple metrics?
OTHER 1

What
OTHER 2 metrics can we actually affect?

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

CONSIDER
NOVEL SOURCES
CONVERSION
EVENTS
BENCHMARKS
CHANNEL

USED?

CTR

CR

CPC

Remember to mine your media data for behavioral insights

CPA

SEARCH
SOCIAL
Searched
Terms used as an intent gauge can make you a mind reader

DISPLAY
Validate
your assumptions with real world experiments
EDM

ONLINE TV

Validate your Quant findings with Qual research for a human touch
NATIVE

RETARGETING

OTHER 1


OTHER 2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

CONVERSION EVENTS
BENCHMARKS
CHANNEL

USED?

CTR

CR

CPC

SEARCH

SOCIAL

DISPLAY

EDM

ONLINE TV

NATIVE

QUESTIONS
RETARGETING

OTHER 1

OTHER 2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

CPA

CONVERSION EVENTS
BENCHMARKS
CHANNEL

USED?

CTR

CR

CPC

SEARCH

SOCIAL

DISPLAY

EDM

ONLINE TV

NATIVE

RETARGETING

OTHER 1

OTHER 2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

CPA

CONVERSION EVENTS
BENCHMARKS
CHANNEL

USED?

CTR

CR

CPC

SEARCH

SOCIAL

DISPLAY

EDM

ONLINE TV

NATIVE

QUESTIONS
RETARGETING

OTHER 1

OTHER 2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

CPA

CONVERSION EVENTS
BENCHMARKS
CHANNEL

USED?

CTR

CR

CPC

CPA

SEARCH

SOCIAL

DISPLAY

EDM

ONLINE TV

NATIVE

RETARGETING

AUTOMATION

OTHER 1

OTHER 2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

AUTOMATION
OPTIONS
CONVERSION
EVENTS
BENCHMARKS
CHANNEL

USED?

Alerts

CTR

CR

CPC

CPA

SEARCH

Telling
you things you can find out yourself sooner
SOCIAL

DISPLAY

Workflow automation

EDM

Tools
ONLINE TV that do what you do faster or better

NATIVE

Business Intelligence

RETARGETING

Tools
that make it possible for people other than analysts to find
OTHER 1
new insights.
OTHER 2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

ALERTS CONVERSION EVENTS

BENCHMARKS

CHANNEL

USED?

CTR

CR

CPC

SEARCH

SOCIAL

DISPLAY

EDM

ONLINE TV

NATIVE

RETARGETING

OTHER 1

OTHER 2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

CPA

ALERTS BEST
PRACTICE
CONVERSION
EVENTS
BENCHMARKS
CHANNEL

USED?

CTR

Setup for success

CR

CPC

CPA

SEARCH

SOCIAL a fault state alert; e.g. no transactions today

Setup
Setup
a success alert; e.g. weve exceeded the monthly target
DISPLAY
Include relevant stakeholders, such as IT, as recipients on your alerts
EDM

ONLINE TV
Make
alerts clear & manageable
NATIVE

Make
sure the alert clearly states its source
RETARGETING
Make sure the alert clearly states the problem it is reporting
OTHER 1
Limit the number or complexity of alerts so you dont flood inboxs
OTHER 2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

WORKFLOW
AUTOMATION
CONVERSION
EVENTS
BENCHMARKS
CHANNEL

USED?

CTR

CR

CPC

SEARCH

SOCIAL

DISPLAY

EDM

ONLINE TV

NATIVE

RETARGETING

OTHER 1

OTHER 2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

CPA

WORKFLOW
AUTOMATION
CONVERSION
EVENTS
BENCHMARKS

CHANNEL

USED?

CTR

CR

CPC

SEARCH

SOCIAL

DISPLAY

EDM

ONLINE TV

NATIVE

RETARGETING

OTHER 1

OTHER 2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

CPA

WORKFLOW
AUTOMATION
CONVERSION
EVENTS
BENCHMARKS
CHANNEL

USED?

CTR

CR

To get value out of these tools you need to:

SEARCH

SOCIAL
Understand
what they actually do

CPC

CPA

DISPLAY

Actually
have a requirement for both their basic and advanced features
EDM
ONLINE TV

Have the time to learn how to use them properly

NATIVE
RETARGETING
Have
the time to actually do something with them
OTHER 1

OTHER 2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

BUSINESS
INTELLIGENCE
CONVERSION
EVENTS
BENCHMARKS
CHANNEL

USED?

CTR

CR

CPC

CPA

A Business Intelligence tools takes data, often stored in multiple silos,

and SEARCH
integrates and processes it in a way that couldnt be easily done by a
human
beings because of:
SOCIAL

DISPLAY

Overwhelming Volumes
EDM
Overwhelming Complexity
ONLINE TV
Overwhelming Boredom
NATIVE

These
tools add value to an organisation by providing a constant stream
RETARGETING
of accurate information through a intuitive interfaces.
OTHER 1

OTHER 2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

FUNCTIONS
CONVERSION EVENTS
BENCHMARKS
CHANNEL

USED?

CTR

Dashboarding & Visualization

CR

CPC

SEARCH
SOCIAL forecasting
Sales
DISPLAY

Media
Attribution
EDM
ONLINE TV

Automated Audience & Customer Segmentation

NATIVE

RETARGETING
Path
to Purchase Optimization
OTHER 1

Predictive
targeting
OTHER 2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

CPA

BI PLATFORM
CONSIDERATIONS
CONVERSION
EVENTS
BENCHMARKS
CHANNEL

USED?

CTR

Does it actually meet all of my needs.

CR

CPC

CPA

SEARCH
SOCIALI need to pay for many features that I will never need to use?
Will
DISPLAY

Do
we have the skills or should we up-skill first?
EDM
ONLINE TV

Will I need to change existing internal processes.

NATIVE
RETARGETING
Will
I need to change existing internal systems.
OTHER 1

OTHER 2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

OPTIMIZATION
CONVERSION EVENTS
BENCHMARKS
CHANNEL

USED?

CTR

CR

CPC

SEARCH

SOCIAL

DISPLAY

EDM

ONLINE TV

NATIVE

RETARGETING

OTHER 1

OTHER 2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

CPA

OPTIMIZATION
CONVERSION EVENTS
BENCHMARKS
CHANNEL

USED?

CTR

CR

CPC

CPA

You can and should optimize every part of your path to purchase.
SEARCH

SOCIAL
Always
use experimental methodology
Keep a control group
Ensuring you test changes in isolation
EDM
Using statistically significant volumes before calling the result.
DISPLAY

ONLINE TV
NATIVE
Dont
optimize to a single metric

RETARGETING
Things
dont stay optimized, be ready for the long haul.
OTHER 1

OTHER 2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

OPTIMIZATION
PRIORITIES
CONVERSION
EVENTS
1. Purchase Funnel
BENCHMARKS
Changes here will have the greatest impact on your bottom line and prove out most quickly and
CHANNEL
USED?
CTR
CR
CPC
CPA
cost you the least to implement.

SEARCH

2. Site Content
Changes
here will have follow on effect to sales, but take longer to prove out, and cost slightly more.
SOCIAL

3. External
Content
DISPLAY
Changes to Organic Social Profiles will have a follow on impact to site and sales, but will take
EDM
substantially
longer to prove and may impact on performance of prior stages but should not require
a substantial outlay of cost or time.

ONLINE TV

4. Advertising Creative
NATIVE
Changes
to creative or messaging in advertising will have a follow on impact, but will take some time
to prove out as users need to filter through all prior stages in the funnel, this is the first stage where
RETARGETING
substantial
investment may be required.

OTHER 1

5. Media Channels & Targeting

Changes
to your media channels, targeting & investment level will take the longest time to prove out
OTHER 2
and may require changes to be made to every successive optimization stage.

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

CHAMPAGNE
TOWEREVENTS
APPROACH
CONVERSION
BENCHMARKS
CHANNEL

USED?

CTR

CR

CPC

SEARCH

SOCIAL

DISPLAY

EDM

ONLINE TV

NATIVE

RETARGETING

OTHER 1

OTHER 2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

CPA

CONVERSION EVENTS
BENCHMARKS
CHANNEL

USED?

CTR

CR

CPC

SEARCH

SOCIAL

DISPLAY

EDM

ONLINE TV

NATIVE

QUESTIONS
RETARGETING

OTHER 1

OTHER 2

#digiROI
#digiROI

@AffinityAU
@AffinityAU

@LukeBrown_AU
@LukeBrown_AU

@AdamSharAU
@AdamSharAU

CPA

CONVERSION EVENTS
BENCHMARKS
CHANNEL

USED?

CTR

CR

CPC

CPA

SEARCH

SOCIAL

DISPLAY

EDM

ONLINE TV

NATIVE

RETARGETING

OTHER 1

OTHER 2

#digiroi

@affinityau
#digiROI @LukeBrown_AU
@AffinityAU

CRASH COURSE

MEASURING
DIGITAL
MARKETING
@AdamSharAU @AdamSharAU
@LukeBrown_AU