Internet Marketing Blog

Every aspect of your internet marketing campaign and budget can be tracked for return on investment giving you clear understanding where your money is best spent and what campaigns are the most effective.

Each internet marketing campaign and traffic source such as Pay per Click Campaigns, Email Marketing and Natural search traffic can be broken down into minute detail.

Lead Generating ROI Reports

For a lead generation site, where the campaign purpose is to get people to fill in an enquiry form or apply online for a service, a return on investment report needs to produce the following information:

• Source - where the traffic came from – such as Google Pay per Click
• Campaign – which campaign generated the traffic – such as a Campaign within Google Pay per Click
• Traffic – the number of unique users the campaign has generated
• Campaign Cost – total cost of running each campaign
• Cost per click – the amount it has cost to get each user to the site
• Conversion Rate – the percentage of users that have reached the desired goal
• Conversions – total number of leads the campaign has generated
• Cost per Acquisition – the cost of each lead generated.
• Value of Conversion – this is the value of a lead to you. You need to set this to the average value a lead generates. I.E The amount of money it makes you. If you make 1 deal out of every 10 leads and the average deal value is £200 then the value of conversion will be £20.
• Return on Investment - the amount of money you make on your campaigns compared to the amount of money you spend on your campaigns.

Example Lead Generation ROI Report

We have produced the above report by collecting the following data:

• Source
• Campaign
• Traffic
• Campaign Cost
• Conversions
• Value of Conversion

Our spreadsheet works out the rest – (download the spreadsheet here).

eCommerce ROI Reports

For an eCommerce site you can track internet marketing ROI on orders produced. The data produced for an eCommerce ROI report will include

• Traffic – the number of unique users the campaign has generated
• Cost per click – the amount it has cost to get each user to the site
• Conversion Rate – the percentage of users that have reached the desired goal
• Orders – total number of orders the campaign has generated
• Cost per Acquisition – the cost of each order generated.
• Total Cost of Campaign – total cost of running each campaign
• Average Order Value – the average value order value produced by each campaign
• Total Sales – total value of sales generated by a campaign
• Return on Investment - the amount of money you make on your campaigns compared to the amount of money you spend on your campaigns.

Example eCommerce RIO Report

We have produced the above report by only collecting the following data:

• Source
• Campaign
• Traffic
• Campaign Cost
• Orders
• Total Sales

Our spreadsheet works out the rest – (download the spreadsheet here)- see sheet “Ecommerce ROI Report” in the spreadsheet - there are two sheets!!  Simply amend the info the columns listed above and the spreadsheet will work out the rest for you. How easy it that : )

What next?

You are now in complete control of your internet marketing budget - down to the last penny.  I’d suggest producing a new sheet each month and building up an archive of your activities. You will soon be able to see trends for each  internet marketing activity.

So you now know how to put a simple Internet Marketing ROI report together. All you need now is to collect the data for your report. In Part 2 of our Internet Marketing Return on Investment Tracking, we will put together a guide on how to collect the data  needed in the report and track your campaigns.