Sales conversions in online stores – ROI

Sales conversions in online stores – ROI

There is a basic reality on the internet for any online store, you need to generate traffic that later converts into sales.

To achieve this qualified traffic that represents the return on investment, it can be done through organic positioning (SEO) and to a lesser extent through displays, content marketing and Adwords (SEM), this last option is the one that occupies and although according to some studies it has been used on some occasion by 70% of the stores, the auctions are sometimes very expensive if we do not know how to configure it.

When working with AdWords for an online store, being a pay-per-click system, you must take into account the conversion of purchases on the clicks that have been made to us, that is, the so-called ROI.

ROI is the relationship between the income received from each sale and the payment per click we make. To carry it out, we will only need the income received for each sale we make, which is necessary to solve the formula that will give us the ROI value:

ROI = (Revenue Per Sale – Pay Per Click / Total Ad Spend) x 100

Next we will explain how to obtain and configure this data to track conversions and thus obtain the ROI in our AdWords reports automatically:

1 – The first thing we need is our conversion tracking code that is provided to us on the AdWords website, it should be something like this:

<!– Google Code for Sales Conversion Page –>

<script type=”text/javascript”>

<!–

var google_conversion_id = xxxxxxxxxxxxxx;

var google_conversion_language = “en”;

var google_conversion_format = “2″;

var google_conversion_color = “ffffff”;

var google_conversion_label = “xxxxxxxxxxxxxxx”;

set google_conversion_value = 0;

//–>

</script><script type=”text/javascript” src=”https://www.googleadservices.com/pagead/conversion.js”>

</script>

<noscript>

2 – Next we will include the variable < ?echo $totalValue? > , which allows the code to recognize the total value of the sale:

<!– Google Code for Sales Conversion Page –>

<script type=”text/javascript”>

<!–

var google_conversion_id = xxxxxxxxxxxx;

var google_conversion_language = “en”;

var google_conversion_format = “2″;

var google_conversion_color = “ffffff”;

var google_conversion_label = “xxxxxxxxxxxxxxxx”;

set google_conversion_value = 0;

if (<?echo $totalValue?>) {

google_conversion_value = < ?echo $totalValue? >;

}

//–>

</script>

<script type=”text/javascript” src=”https://www.googleadservices.com/pagead/conversion.js”>

</script>

<noscript>

3 – From here, whenever a conversion is made, AdWords will automatically obtain the ROI. We only need to enter the configuration of the displayed reports and choose the tab “Value conv. totals”:

As soon as we save the configuration, the report will be generated with a column that will inform us of our real income per sale and click.

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