April 20, 2021

From Ad Spend to Bottom-Line Profit – Erasing the Blind Spot of Marketing Measurement – Lukas Oldenburg

Conversions can be bad for you – if the users purchasing on your website mostly buy products with low margins. Or worse, if they end up not paying or you cannot deliver because of stock issues. A large European retailer discovered that some assortment categories had gaps of 50% and more between the (correctly) tracked revenue in Adobe Analytics compared to the bottom line.
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