Dashboard Addition: Effective Revenue Share for AdWords & Google Analytics


Effective Revenue Share, or ERS for the insiders, is a measure of the profitability and effectiveness of a given ad campaign. ERS formula is Marketing Cost divided by Revenue (Cost/Revenue). The result is expressed as a percentage. ERS will indicate the total percentage of revenue that is absorbed by marketing cost.

This can be easily calculated for Adwords and Google Analytics. Thus, we created two new metrics. They have the same name for both, but they are little different:

  • Adwords ERS is Cost / Conversion Value
  • Google Analytics ERS is Cost / Total Value. Total value being Transaction revenues + Goals value.

» Create a dashboard using Adwords or Google Analytics Effective Revenue Share


* Thanks to DEP Ecommerce Consultants for this metric idea.

Stéphane has been working on business Web projects for more than 15 years. He has a computer science degree and a MBA specialized in e-commerce from Laval University in Quebec City. That also explains why his writing can sound weird: He is a French Canadian!

Want to be a guest writer on the DashThis blog? Drop us a line at marketing@dashthis.com!
View his LinkedIn profile or email Stephane: stephane@dashthis.com

Category: Key Performance Indicators (KPI), Marketing Dashboards | Tags: , , Comment »


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