Parker Charlotte

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When systematizing a business, one of the main tasks is to set up advertising management. Many companies invest huge amounts of money in advertising, without any understanding of how to calculate the profit from investing in it.

The woocommerce web design service specialists of the marketing agency "Kosatka Marketing" will help you understand how to evaluate investments in advertising.

Optimization of the analytics system
There is an opinion that analytics is expensive or complicated. Not every businessman is ready to purchase the Roistat analytics service. Despite the fact that it is a really effective tool. Everything is much simpler. To start, it is enough to use Excel. It will take only one hour a week to work with it.
Please note that investing in systematization software is only worth it if it fits into your financial planning. Optimization should not be done with the last money, but using the available resources.

What data needs to be collected

To conduct an advertising analysis, it is necessary to collect the following basic, typical indicators:



circulation;
number of unique views;
number of impressions;
number of messages;
number of transitions/clicks;
number of subscriptions;
number of calls;
costs in a given period;
number of clients;
lead price;
channel turnover for the period;
average bill of an advertising channel;
customer price;
ROI;
CTR.
For the initial stage, these indicators will be enough to manage advertising.

What to consider when creating an analytical system

When creating your own advertising analytics system, you need to consider the following points:

Offline advertising channels have fewer control points. Accordingly, there will be fewer measurements;
create a customer journey map through the advertising channel;
Link a separate phone number to each channel. This will allow you to collect more data, but will increase the budget for marketing systematization;
determine the source of data collection based on the checkpoints;
Based on the customer journey map, set up checkpoints suitable for measurements;



determine the time for data collection and who is responsible;
determine the format of data collection. The manager will be able to take some data from the advertising account. Others will be received from the contractor, who will indicate the data in the daily report;
Depending on the volume of data, measurements can be taken daily, weekly or monthly. You determine the mode yourself;
For each channel, create tables in Excel. Also make a summary table for all channels.
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