ROPO Under Report
Posted: Thu Feb 13, 2025 8:59 am
Despite our best efforts to track offline conversions, I can’t say that ROPO reporting reflects 100% of all in-store sales driven by digital advertising. In the past, we ’ve been open about the difficulties in tracking both offline conversions and cross-device conversions. For example, when running a social ROPO report, users may send a different email than the one associated with their Facebook account. For an SEO or PPC ROPO report, a user may click on a search ad on a work computer but open its e-receipt on their smartphone. Unfortunately, due to the nature of the beast, ROPO reporting is not 100% accurate, but it does give an incredible indication of the influence of online on offline sales.
I expect better reporting from Google, and they are belarus number data working on a ROPO reporting solution similar to Facebook's upload system. While our approach to ROPO reporting highlights the blind spot of offline conversions, it is entirely possible that the impact of digital advertising far outweighs these (still hugely impressive) results.
It’s also important to note that this methodology isn’t intended to provide exact figures for every ROPO sale, but rather to give us a good idea of the proportion of offline sales that are impacted by our online activities. By applying these ratios to the overall business figures, we can get a robust estimate for metrics like offline ROI.
ROPO reporting results
I am going to divide the results of this ROPO reporting innovation into three parts:
Results of PPC
SEO results
Business results
I expect better reporting from Google, and they are belarus number data working on a ROPO reporting solution similar to Facebook's upload system. While our approach to ROPO reporting highlights the blind spot of offline conversions, it is entirely possible that the impact of digital advertising far outweighs these (still hugely impressive) results.
It’s also important to note that this methodology isn’t intended to provide exact figures for every ROPO sale, but rather to give us a good idea of the proportion of offline sales that are impacted by our online activities. By applying these ratios to the overall business figures, we can get a robust estimate for metrics like offline ROI.
ROPO reporting results
I am going to divide the results of this ROPO reporting innovation into three parts:
Results of PPC
SEO results
Business results