July 20, 2018 — OWOX BI Smart Data. ROPO reports available

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. How our analysts’ case with Darjeeling shows, the number of such users can be greater than you expect.

Now you can get ROPO (research online, purchase offline) reports in your Smart Data. These reports help you understand how online ads and site visits really influence offline purchases. Based on this data, you can effectively redistribute your ad budget.

ROPO__1_.png

Unite data from Google Analytics and your СRM system, connect online visitors with offline customers through IDs, and learn:

  • Which online ad campaigns, mediums, sources, keywords and online sessions share lead to offline purchases
  • How do the customers, transactions, and revenue are distributed by days before the offline purchase and how many days they need to make the most valuable purchase decision

What data you need to get ROPO reports in Smart Data

  1. Google Analytics Real-Time Data→Google BigQuery pipeline with session data collection enabled
  2. Transactions data from your CRM system as a BigQuery table or view with this data schema

Questions for ROPO reports

Show the <transactions share>, <revenue share> and <customers share> from the first/last <source/medium> before ROPO purchases for <timeframe> within the <30 days> conversion window.

Thanks to this report, you can define online mediums, sources, and ad campaigns 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 <parameter> lets you evaluate these efforts while engaging users at the first online interaction, the report by the last <parameter> — the efforts at the last online interaction, right before the offline purchase.

Here are the <metrics> and the <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 question.

How does the <metric> is distributed by days between the first/last online session and the ROPO purchase for <timeframe> within the <30 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.

The upcoming updates are going to add even more ROPO reports to Smart Data. Stay tuned.

Was this article helpful?
0 out of 0 found this helpful
Have more questions? Submit a request

0 Comments

Please sign in to leave a comment.