Information Technology Reference
In-Depth Information
Return on Advertising Spending (ROAS)
ROAS represents the dollars earned per dollars spent on the corresponding advertising. Web ana-
lytics and online marketing expert Akin Arikan would pitch that it is actually
revenue
on advertis-
ing spending, and he is indeed right!
We have already seen how to collect revenue, without my explicitly spelling it
out, but let's review it here. revenue is collected as part of the sale action and provided
to the
AMOUNT
variable. so to track $100 in sales, you write the following:
version 4
var ACTION='01';
var AMOUNT='100';
You probably noticed that i wrote “100” as plain text in the
AMOUNT
variable,
which equals the currency i use to buy sushi around the corner here in Manhattan,
also known as United states dollars (Usd). But in a global world you will most likely
be forced to track a sale in more currencies, track a cost in more currencies, and per-
haps even provide a consolidated reporting view in one united currency. Yahoo! Web
analytics provides features for all of the before-mentioned needs. the first one is the
quality to track your revenue in more than just Usd.
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Tracking Revenue in Multiple Currencies
tracking revenue in multiple currencies is tremendously valuable and super easy to
deploy. as we know, recording the revenue of a sale demands that you inflate the
AMOUNT
variable.
the
AMOUNT
variable can only be used together with the sale
ACTION
. in most cases
the
AMOUNT
variable is not a fixed variable, simply due to the nature of the sales process;
you do not know what the final sales sum is going to be beforehand.
to set the tracking currency, you simply place the three-letter currency abbrevia-
tion directly in front of the revenue amount (see Figure 2.11). a sale of 33.58 British
pounds would look like this:
version 4
var ACTION='01';
var AMOUNT='GBP33.58';
version 5
YWATracker.setAction(“01“);
YWATracker.setAmount(“GBP33.58”);
remember that just because you see the reporting in gBP, you did not have to
collect the revenue in that particular currency.
