Tracking Your ROI
We feel this is the most important thing in all of advertising. If you are advertising today and you are NOT tracking the ROI of what you do. Stop. ASAP. Why? Because it just inherently doesn’t make sense. Also, it is possible to measure! At Omni Digital Group hold this as our highest priority. We are going to dive deep into the ability to track sales that happen in the store of a retailer (offline). But, we want you to be well aware we can track the ROI of eCommerce sales as well (online). Our focus at Omni Digital Group are retailer with a brick and mortar presence that their main way of revenue.
Facebook has a little known tracking tool called “Offline Conversion.” What is this? I will explain it very simply.
Let’s say you are running ads starting at the beginning of the month on a 25 mile radius in your town. Facebook will “track” all of the engagement with these ads. All of the likes, comments, shares, clicks, Etc. It will keep tabs on this the whole month. Then, what you have to do is take all of the sales from your POS system from that whole last month at the beginning of the next month. So say you run the ads in February you would take your sales early May for February.
What Facebook then tries to do is “match” all of the people who “engaged” with ads during that month. Say they engaged with an ad 2/5 and then came in and bought on 2/15, Facebook would count that as a “conversion” or purchase. That is a good thing! Facebook would then attribute that ad for that purchase.
You can see all the way down to the individual ad which one attributed to that sale, which audience it is, which campaign. It is an amazing thing! It has always been easy for 100% online businesses to track their ROI but tougher for brick and mortar businesses to do so. Now you can!
At Omni Digital Group we average a 10x ROI for all of our clients on their advertising spend. ROAS or Return On Advertising Spend it is called.
If you run Facebook and Instagram ads and don’t currently track the ROI, chat with us. We can add tremendous value and help you long term scale your business.
