ROPO reports

Not all online funnels end up with online purchases on your website. The users can choose a product online, then buy it at your brick-and-mortar store.

ROPO (research online, purchase offline) reports in Smart Data connect online visitors with offline purchases through common IDs and help you understand how online ads and site visits really influence offline purchases. Based on this data, you can effectively redistribute your ad budget.

What data you need to get ROPO reports in Smart Data

1. A user behavior data streaming pipeline with session data collection enabled OR the BigQuery Export data for Google Analytics 360.
2. Transactions data from your CRM system as a BigQuery table or view according to this data schema. Read here on how to import CRM data to Google BigQuery.

Questions for ROPO reports

[metric/metrics] by [first/last] [dimension] before ROPO purchases [timeframe] within the [X days] conversion window

Thanks to this report, you can define online mediums, sources, and ad campaigns that lead to offline purchases.

You can evaluate how each medium, source, and ad campaign contributes to your offline revenue, transactions, and number of customers. The report by the first [dimension] lets you evaluate these efforts while engaging users at the first online interaction, the report by the last [dimension] — the efforts at the last online interaction, right before the offline purchase.

Here are the [metrics] and [dimensions] you can use in this report:

Metrics

• number of customers
• customers share
• number of transactions
• transactions share
• revenue
• revenue share

Dimensions

• channel grouping
• source
• medium
• source/medium
• campaign
• keyword

You can use any combination of metrics in one Smart Data query.

[metric/metrics] by days between the [first/last] online session and ROPO purchase [timeframe] within the [X days] conversion window

This report is similar to the Time lag report in Google Analytics. The only difference is that it shows how online actions correlate with offline conversions. The report visualizes what share or number of transactions, customers, and revenue happen within each day within the conversion window.

The first report shows the correlation between the first or the last online interaction and offline purchases.

Thanks to this report, you will understand the real conversion window for ROPO purchases and track how the transaction value depends on the number of days your customer needs to make a purchase decision.

Here are the [metrics] you can use in this report:

• number of customers
• customers share
• number of transactions
• transactions share
• revenue
• revenue share

You can use any combination of metrics in one Smart Data question.

ROPO [metric] change by [days/weeks/months] [timeframe] within the [30 days] conversion window

This report shows how the share/number of transactions, customers, revenue, or the average transaction value are distributed between online, offline, and ROPO purchases.

The report lets you separate ROPO from the regular offline purchases and understand the real role of this shopping method across your sales channels.

Here are the [metrics] you can use in this report:

• number of customers
• customers share
• number of transactions
• transactions share
• revenue
• revenue share
• average transaction value

You can use only one metric and compare it between the sales mediums.

[metric] by [dimension] in ROPO transactions [timeframe] within the [X days] conversion window compared between attribution model [GA Last Non-Direct Click/Funnel-Based] and online transactions

This report lets you compare the performance of ROPO and online transactions for a certain time period based on one of two attribution models: GA Last Non-Direct Click or Funnel-Based.

Note:To get a report on the Funnel-Based attribution model, you need to have transaction data from CRM connected to the attribution model.

Comparing the metrics by device categories helps you define which devices are the most used for online purchases, and which devices the customers use to find a product to purchase offline.

The [metrics] and [dimensions] you can base the report on:

Metrics

• number of customers
• customers share
• number of transactions
• transactions share
• revenue
• revenue share
• average transaction value

Dimensions

• channel grouping
• source
• medium
• source/medium
• campaign
• city
• country
• region
• keyword

Attribution models:

• GA Last Non-Direct Click
• Funnel-Based

All ROPO reports are available in the ROPO tab on the Smart Data main page: