Revenue per marketing channel without tracking and cookies

The answer replaces the last click

Classic reports credit an order to the channel the last click came through. That underrates channels that work early on the way to a purchase, such as a recommendation or a post in social media, and it misses every visitor who declines cookies.

The survey after the order turns this around: the buyer names the channel. Kaufquelle stores the answer together with the order value, so the revenue can be added up directly per answer. How the survey is built is described in Where do my customers come from?.

The report shows five figures per answer

In the “Report” tab you choose a period: a preset such as the last 30 days, or a custom period. For that period Kaufquelle shows per answer the number of responses (one per order), the revenue, the average order value and the shares of responses and revenue. Below are the number of displays of the survey, the number of responses and the response rate.

Click an answer to see the answers to the follow-up question, such as which kind of Instagram post worked. The texts buyers type for “Other” are listed one by one.

Shares, order value and rate tell different things

Share of responses and share of revenue. A channel can bring many responses but little revenue, or the other way round. If a channel's share of revenue is clearly above its share of responses, its customers buy more per order. Such channels often deserve a second look.

Average order value. It shows the same from another angle. Compare it with what a channel costs you: a channel with a high order value can carry more expensive advertising than one with a low value.

Response rate. It divides the responses by the displays in the period; with the insertion method “Template block” it is a lower bound. Because the survey is voluntary, the figures describe the buyers who answered.

“Don't remember” and “Other”. A large share of “Don't remember” is normal. The texts for “Other”, on the other hand, often show channels you had not thought of, such as a forum or a podcast. If a text comes up often, it is worth adding it as an answer of its own.

Comparing two periods shows what a campaign did

The report gets interesting in comparison. Choose the period before a campaign and the period during it, and compare the channel's share and revenue. If you change the answers over time, deactivate an answer that buyers have already chosen instead of deleting it: it then no longer appears in the survey but stays in the report with its label. So old and new periods stay comparable.

The CSV files open correctly in Excel

You download both tables, the report and the single answers, as CSV files, in UTF-8 with semicolons and decimal commas, so that Excel opens them correctly. The single answers include the order number, the order value, the customer group and the language, among others. So you can bring the figures together with your advertising costs, for example to work out the cost per order for each channel.

The totals stay the same after 24 months

The report needs no tracking. Kaufquelle sets no cookies, stores nothing in your buyers' browsers and calls no other server; the answers are in your shop's database. After 24 months a daily cleanup removes an answer's link to the order; the report's totals stay the same, because the chosen answer, the order value and the day of the order are kept. What exactly is stored is in privacy with shop plugins.

Kaufquelle runs on JTL-Shop 5.6 to 5.8. How to install the plugin is described in installing a JTL-Shop plugin.

Frequently asked questions

Sources

• Kaufquelle: what the report shows, features
• Help for Kaufquelle: where the data is and how long it stays