They couldn't measure the value of their marketing spend — their incumbent vendor's platform simply didn't expose the data. Without it, there was no way to see which campaigns were producing revenue and which were throwing money out the window.
A two-year analysis shows how capturing the right data in the ROI Reports — then monitoring and adjusting the campaign — compounds results. ROAS rose to $12 from $7. ROAS measures how much revenue is produced for every dollar spent on marketing.
Retargeting ads earn lower cost-per-click than non-retargeted campaigns by nature. Measuring lead-conversion rates and revenue, cost per lead fell 55% — avoiding $8,374 in ad spend. 80% of leads were generated after optimization, and cost per lead dropped from $138 to $61.
The hidden value for offline businesses is staggering: the sheer number of times the ads are displayed is worth the price of admission alone. Their ads were displayed 2,362,225 times — valued at $23,622 at an assumed $10 CPM.