ROI (return on investment) is "the
bottom line" on how successful an ad or campaign was in terms of what
the returns (generally sales revenue) were for the money expended
(invested). This will in turn allow you to determine the Cost Per
Action. Cost-per-action
is what an advertiser pays for each visitor that takes some specifically
defined action in response to an ad beyond simply clicking on it. For
example, a visitor might visit an advertiser's site and request to be
subscribe to their newsletter.
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How does Ban Man Pro track Acquisitions?
By enabling the ROI/Acquisition tracking,
Ban Man Pro does the following:
- Ban Man Pro produces special ROI
tracking code that is placed on the advertisers web site in order to
track the event of interest. This could be sales, leads, signup
forms, etc.
- When a web user clicks on a banner ad,
an ROI Tracking cookie is placed on their computer holding the
Campaign ID.
- The web user then visits the advertised
web site and makes a purchase. The special tracking code calls
back to Ban Man Pro indicating the Campaign ID.
- Ban Man Pro now looks on the web user's
computer and finds the ROI tracking cookie.
- The event is now recorded in Ban Man Pro
as an acquisition for that campaign.
How is this information useful?
This information allows an advertiser to
determine how much it is costing them for each acquisition. For
example, suppose the advertiser is spending $10 per 1000
impressions. During a particular month, their ad was displayed
30,000 times at a total cost of $300. Now lets assume the banner is
advertising a a $39 subscription to a magazine. Suppose during the
30-day period they acquired 50 new magazine subscribers as a result of the
ad and as recorded by the Ban Man Pro ROI feature. The CPA is then
figured out as $300/50 or $6 per new member. The advertiser is
therefore able to determine that this ad is bringing in $39 subscriptions
at a cost of $6 per subscriber.
How do I turn on this feature in Ban Man
Pro?
This feature is Campaign specific to avoid
writing a cookie for each click. To turn on this feature, add a new
campaign or edit an existing one and check the option called
Where do I obtain the ROI/Acquisition
Tracking Code?
To obtain the code, View a listing of all
campaigns. Find the campaign of interest, then click the ROI link on
the left side of the campaign listing.
The code is then displayed.
Modify the description and amount to
reflect the event you you are tracking. Modifiable parameters are
shown in red below. The Description is required, the Amount is
optional. The description is used to specify the action that is
taking place such as sale, lead, acquisition, etc.
&Description=Sale&Amount=$1
Once modified the advertiser must place
this code on their web site in order to track the event. For
example, if tracking sales this code would be placed on the confirmation
page of their store. If tracking leads, it could be placed on the
confirmation page after the person has completed the signup process.
Reporting on ROI/Acquistions
Once the ROI tracking has been implemented,
the number of acquisitions can be reported on by viewing the reports
screen. Two reports are available including a summary of all
acquisitions, as well as the acquisition detail.
Note: Ban Man Pro filters
duplicate acquisitions during a 24-hour period. This value can be
changed in the setup area.
Note: Because cookies are
domain specific, changing the domain name or IP address at which Ban Man
Pro is hosted will invalidate all previous ROI tracking cookies.
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