Most ecommerce businesses rely heavily on advertising to draw customers to their Web sites and, in the case of retargeting, remind them of past visits or past purchase intentions.
When it comes to measuring ad spend, there are a handful of common pitfalls that every ecommerce business must know how to navigate.
Google, Facebook and the other platforms have their own data and they are all too happy to claim success for a conversion. Jumping to conclusions about the effectiveness of a paid advertising campaign because you see a sudden change is, however, far from prudent.Take the weather, where a period of cold and rain followed by agreeable weather will have people run to be outside and soak in the sun.
It is important to be able to compare apples to apples, or, if that is not possible, and oranges are compared to apples, to at least know how many apples an orange is worth.Google Analytics is a boon to marketers who are looking to measure return on advertising spend if – and only if – they truly understand how to work it.
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