CPC Strategy recommends installing Become’s ROI tracker
September 15th, 2010Andrew Davis of CPC Strategy, a full service CSE agency, recommends implementing Become’s ROI tracker:
Why You Should Track Your Become Campaign Data
Become.com provides it’s merchants a free tracking pixel to capture consumer data. Merchants then use this data to reduce spend and increase revenue. You can manage your campaign towards a certain cost of sale % by removing products in your data feed that accumulate traffic but don’t lead to any sales.
With tracking information you’re also able to manage product and category bids, allowing you to drive incremental revenue and traffic to your website.
The Become tracking pixels tracks the following metrics:
- Cost of Sale %: The amount you spend listing a product divided by the revenue that product accrues.
For example, throughout a week 50 people click on a $20 shirt that you’re listing on Become at 40 cents per click. So that product costs you $20.
5 of the 50 people actually purchase the product which brings in $100 of revenue. The cost of sale would be your cost ($20.00) divided by revenue ($100.00) which equals 20%, or a 5 to 1 return for that product.
- Conversion %: The number of clicks that lead to a sale divided by the total number of clicks.
If 5 clicks out of 50 lead to a sale that product has a 10% conversion rate.
- # of Orders: The number of orders you received from a specific product, category, or Comparison Shopping Engine (CSE).
You can use a service like Google Analytics to monitor your Comparison Shopping metrics. But from personal experience and the experiences of others Google Analytics doesn’t always prove to be reliable.
The Become tracking pixel can be found at the bottom left of the summary tab in the Merchant Account Center. If you’re a merchant using a Yahoo Store, make sure you use the custom tracking pixel Become provides for that store.
Questions about your tracking pixel?
Please contact your account manager or email roitracker@become.com.
