{"id":666,"date":"2017-10-25T15:34:03","date_gmt":"2017-10-25T15:34:03","guid":{"rendered":"http:\/\/ursa.marketing\/strategie-numerique\/mesurer-le-retour-sur-vos-investissements\/"},"modified":"2018-08-02T20:29:58","modified_gmt":"2018-08-02T20:29:58","slug":"measure-the-return-on-investment-roi","status":"publish","type":"page","link":"https:\/\/ursa.marketing\/en\/digital-strategy\/measure-the-return-on-investment-roi\/","title":{"rendered":"Measure the return on investment (ROI)"},"content":{"rendered":"<h2>Google Analytics<\/h2>\n<p>Monitoring your visitors\u2019 activity on your website is the basis of numerous strategies. With tools such as Google Analytics, you can know the:<\/p>\n<ul>\n<li>number of visitors<\/li>\n<li>pages visited<\/li>\n<li>source of the visit (Google, social media, newsletter, etc.)<\/li>\n<\/ul>\n<p>It is essential to identify and define objectives for your website. For a website visit to be considered successful, what does your visitor need to accomplish? A basic Google Analytics configuration provides several answers, but can often generate more questions. It is important to invest the time to configure your Google Analytics profile properly.<\/p>\n<p>Objectives can differ, but they must align with your strategy and business. Success can be considered as a:<\/p>\n<ul>\n<li>completed contact form<\/li>\n<li>launched chat request<\/li>\n<li>completed online purchase<\/li>\n<li>phone call to your business<\/li>\n<\/ul>\n<br \/>\n<hr \/>\n<br \/>\n<h2>Attribution<\/h2>\n<p>When it\u2019s time to calculate your ROI, one of the biggest challenges is attribution. If a campaign uses different channels\u2014such as radio, TV, AdWords, and Facebook\u2014how do we determine which works best?<\/p>\n<p>The path used by your customer before reaching your objective is often long and winding. It may involve several points of contact. If a customer saw your ad on Facebook and then performs a Google search to find your website, what generated this success? Who gets the credit?<\/p>\n<p>Several tools and models allow you to evaluate the effectiveness of a communication channel. By default, Google Analytics and Google AdWords use a model where the last channel gets the credit. Although this model cannot address all situations, it can be customized to meet your needs. In many instances, the challenge is to make yourself known and attract your target clientele. In this context, you may want to customize the model to provide more importance to the first communication channel, which is the one that first spurred your customer to take action.<\/p>\n<br \/>\n<hr \/>\n<br \/>\n<h2>Dashboards and analysis<\/h2>\n<p>In order to make decisions based on fact, it is important to obtain information from several sources of reliable data. Once collected, this must be compiled, centralized, and displayed on a business dashboard represented by Key Performance Indicators (KPI). These will allow you to analyze achieved results in real time and adjust the digital marketing strategy, as needed.<\/p>\n<p>By collating and centralizing your expense and revenue information, you will be able to determine your ROI. Our team can help you implement customized\u00a0dashboards\u00a0in order to continuously measure your global performance. Based on the achieved results, you will be able to quickly make any required corrective measures to your digital strategy.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Google Analytics Monitoring your visitors\u2019 activity on your website is the basis of numerous strategies. With tools such as Google &hellip;<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":633,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"template-service-first.php","meta":{"_acf_changed":false,"footnotes":""},"class_list":["post-666","page","type-page","status-publish","hentry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Measure the return on investment (ROI) | Ursa Marketing<\/title>\n<meta name=\"description\" content=\"The biggest challenge in calculating the return on investments (ROI) is the accurate measurements of the benefits. A good digital marketing strategy must first define how its success will be measured. Which channel gets the attribution? How may Google Analytics help me? 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