Ma'auni 10 don auna ROI a cikin dabarun Tallan dijital ku
Posted: Tue Dec 17, 2024 8:39 am
Ya kamata a kula da yakin tallan dijital azaman saka hannun jari. Hanya mafi kyau don saka idanu akan aikin saka hannun jari na dijital shine ta hanyar ƙididdige dawowar saka hannun jari (ROI). Amma, tare da sauye-sauye masu yawa don danganta ga sakamakon tallace-tallace na dijital, ba shi da sauƙi a yanke shawara. Shi ya sa na kawo muku awo 10 don auna ROI ɗin Tallan Dijital ɗin ku.
ROI A CIKIN SAUKI NA DIGITAL IYA YIWA WUYA LISSAFI
Sai dai idan kun kasance babban gidan yanar gizon eCommerce, ƙididdige ROI a cikin tallan dijital yana da ƙalubale sosai . Wannan shine lamarin musamman ga kamfanoni waɗanda suka ƙware a ayyuka, B2B, da sauran masana'antu inda ba ku siyar da samfuran kai tsaye akan layi. Har yanzu, yana da mahimmanci a fahimci yadda ake auna ROI na talla.
Yawancin waɗannan ma'auni ba shigarwar kai tsaye ba ne don ƙididdige ROI bayanan lambar wayar tallan dijital, amma ya kamata su taimaka muku samun fa'ida mai fa'ida na ko saka hannun jarin tallan dijital ku yana haifar da dawowa ko a'a.
1. MASU ZIYARA NA WATA BABBAN WATA
Mutane nawa ne ke ziyartar rukunin yanar gizon ku kowane wata . Yana da faɗi sosai a ma'anar cewa ba tare da zurfafa zurfafa ba, ba mu san darajar wannan zirga-zirgar ba ko ƙila ta kasance.
Binciken maziyartan kowane wata na musamman
YAYA AKE KILITTAFAN MASU BAKI NA WATA?
Ana bin wannan kai tsaye a cikin Google Analytics , don haka babu lissafin da ya zama dole. Don ƙarin takamaiman, za mu iya raba zirga-zirga ta hanyar tushe (biya, kwayoyin halitta, zamantakewa, da sauransu) sannan mu kalli ma'auni masu ƙima daga waɗannan sassan.
2. KUDI GA JAGORA KO KWANAKI MAI WUYA (CPL)
Farashin kowane gubar yawanci yana da alaƙa da zirga-zirgar zirga -zirgar da aka biya, tunda ba ku biya ta fasaha ta hanyar fasaha ba. Ana ƙididdige wannan kai tsaye a cikin AdWords (da sauran dandamalin talla) kuma galibi ana kiransa "farashin kowane juzu'i."
Ya rage na ku don tabbatar da jujjuyawar ku ta yi daidai da abin da kuke ɗauka a matsayin "guba." Yin kirgawa ko ƙididdigewa na iya haifar da skewed farashi ga kowane bayanan juyowa idan ba a daidaita shi daidai ba .
A bangaren kwayoyin halitta, ba ku biya kowane gubar. Madadin haka, kuna biyan dabarun SEO da tallan abun ciki.
Wadannan ƙoƙarce-ƙoƙarce suna haifar da samar da gubar a cikin lokaci, amma yana iya zama da wahala a ɗaure su da farashi akan kowane gubar.
3. KUDI GA DUK SIYAYYA (CPA KO CAC)
Abin da kuke biya don siyan abokin ciniki na gaske, ba kawai abokin ciniki mai yuwuwa ba. Kamfen ɗin da aka biya na iya ganin wannan a kusan ainihin lokacin, kuma yayin da wannan ma'aunin ba ya aiki kai tsaye ga ƙoƙarin SEO, za ku (da kyau) za ku iya haɗa hanyoyin jagora guda biyu don ganin ƙimar siyan abokin ciniki na gaskiya a duk na'urorin ku .
YAYA AKE KIMIYYA CPA A CIKIN SAUKAR DIGITAL?
Ba kwa buƙatar kalkuleta na CPA don haɗa wannan ma'auni mai sauƙi. Ana ƙididdige CPA/CAC ta hanyar rarraba jimlar kuɗin tallan dijital ta adadin abokan cinikin da aka samu.
CPA / CAC = jimlar ciyarwar tallace-tallace / adadin abokan cinikin da aka samu
4. MAYARWA KASHE KUSHEWA AKAN tallace-tallace: ROAS
Wannan shine kudaden shiga (maimakon riba) da aka samu akan ciyarwar tallan ku , amma baya la'akari da wasu farashi, kamar farashin kayan da aka sayar. ROAS ma'auni ne mai amfani idan zaku iya haɗa kudaden shiga kai tsaye zuwa ƙoƙarin tallan dijital . Komawa kan tallan tallace-tallace yana da amfani zuwa matsayi, amma kuna buƙatar cikakken fahimtar ribar ku don sanin yawan adadin ROAS ɗin da kuke da riba.
YAYA AKE KIMIYYA ROAS A CIKIN SAUKAR DIGITAL?
Idan muka yi tunanin ROI na tallace-tallace na dijital kamar ROI = (Ribar Net / Jimlar Kudin) * 100, Komawa akan Kuɗin Talla shine ROAS = (Kudin Kuɗi / Jimlar Tallan Talla) * 100.
Misali , bari mu ce kun kashe $100 akan tallace-tallace kuma kuna samun $300 a cikin kudaden shiga sakamakon haka, amma samfurin ku kuma yana biyan $100.
ROAS ɗin ku zai zama 300% [(300/100) * 100]
ROI ɗin ku zai zama 50% kawai [(100/200) * 100].
5. Matsakaicin ƙimar oda: AOV
Yaya darajar abokin cinikin ku mai biyan kuɗi a kowane yanayin da suka saya. AOV ya fi amfani ga shagunan eCommerce, amma ayyuka da B2Bs kuma na iya amfani da shi. Don kasuwancin e-commerce, za mu iya ninka AOV ta maimaita ƙimar don samun ma'auni mafi mahimmanci, ƙimar rayuwar abokin ciniki.
6. DARAJAR RAYUWAR CUSTOMER: LTV
Abin da za ku iya biya a cikin jarin talla don siyan kowane abokin ciniki da riba . Yana da mahimmanci a san LTV saboda ya shafi kowane nau'in kasuwanci.
Ecommerce na iya samun ingantaccen lissafin LTV.
Sauran masana'antu za su buƙaci gabatar da tsinkaye mai sassauƙa, ko kuma ƙila za su iya amfani da bayanan abokin ciniki na tarihi don hasashen yadda LTV zai yi kama.
Anan ga binciken yanayin yadda Starbucks ke lissafin LTV ɗin su
7. DANGANTAKAR CIGABA DA RUFE: LTCR
Idan jagoran ku yana da inganci , idan tallace-tallacenku yana da inganci kuma yana taimaka muku aiwatar da ROI ɗin tallan ku na dijital.
YAYA AKE LISSAFI LTCR A CIKIN SAUKAR DIGITAL?
Matsakaicin ku zuwa-kusa shine kawai jimlar adadin jagororin da aka raba ta hanyar jagororin nawa aka rufe.
LTCR = Jimlar adadin jagorori / Jimlar rufaffiyar jagora
SIFFOFIN ROI DA AKE YIWA
Bari mu ga yadda za mu iya isa ROI na tallan dijital da aka yi hasashe idan mun san rabon jagora zuwa-kusa (LTCR), farashin kayan da aka sayar (COGS), da farashin kowane gubar (CPL).
Misali: Muna da rabo-zuwa-kusa rabo na 4, wanda ke nufin mun rufe kashi 25% na jagororin mu.
Farashin mu akan dalar Amurka $10 shine $200 kuma farashin mu na kayan da ake sayarwa a tsawon rayuwar shine $80.
Za mu gajarta dabarar ta hanyar ɗaukar farashin sayan abokin cinikinmu (CAC) = LTCR * CPL .
A cikin misalinmu, wannan yana ba mu CAC na (4 * $10) = $40 .
Daga sama, ROI = (ribar riba / jimlar farashi) * 100
Hasashen ROI = [(LTV-COGS-CAC) / (COGS + CAC)] * 100
Hasashen ROI = [($200-$80-$40) / ($80 + $40)] * 100
= ($ 80 / $120) * 100
= 66.7%
Idan na ƙara ruɗe ku game da ƙididdige tallace-tallace na dijital ROI, wannan post daga Jaridar Injin Bincike na iya taimaka muku share abubuwa, ko kuna iya tuntuɓar ni kai tsaye.
8. KARAWA A SAMUN SAMU
Ƙaruwar wayar da kan alama a kan lokaci sakamakon ƙoƙarin tallan dijital.
Binciken Alamar Ƙarfafa AdWords
YAYA AKE LISSAFI YAWA A BUHARI?
Kuna iya ƙididdige haɓakar binciken alamar ku ta bin diddigin adadin tambayoyin nema waɗanda suka haɗa da sunan alamar ku kowane wata. Tashin binciken alamar ku shine kawai adadin ƙarin bincike na wata-wata da alamarku ke karɓa.
A mafi yawan lokuta, wannan ba kawai sakamakon tallan tallace-tallace ba ne, amma duk kamfen ɗin tallan ku na dijital.
Kuna iya ƙarin koyo anan: Binciken Google akan yadda tallace-tallacen bincike ke ƙara wayar da kan jama'a .
9. MATAKIYAR MATSAYI
Matsayin da kuke karɓa daga injunan bincike don mahimman kalmomi , a matsakaita.
YAYA ZAKA LISSAFI MATAKIYAR MATSAYI?
Don kwayoyin halitta, za ku iya matsakaita matsayi a cikin Google Analytics da kuma a cikin dandalin mai wallafa don biya.
Matsakaicin matsayi na 1 yana nufin cewa ya bayyana a matsayin babban sakamako ga kowane kalma.
Idan matsakaicin matsayi yana gabatowa 1 akan lokaci, to, SEO da ƙoƙarin tallan abun ciki sun fara samun sakamako mai kyau.
Matsakaicin matsakaicin matsakaici zai haifar da gabaɗaya zuwa mafi girma danna-ta rates, wanda ke nufin ƙarin zirga-zirga. Idan dabarun SEO ɗinku ya mai da hankali kan mahimman sharuddan bincike don matsayi, za ku iya ganin haɓakar kudaden shiga kuma.
10. CTR BA TARE DA BRAND
Yadda yakin SEO ɗinku ke aiki . Don wannan dalili, kuna iya bin sa a cikin Google Search Console .
CTR da ba sa alama kuma ya shafi tallan tallan tallan da aka biya, inda Google da sauran masu talla ke ba da manyan tallace-tallacen CTR tare da sanya fifiko. A wannan yanayin, ana bin sa a cikin AdWords da sauran dandamalin bugawa.
ROI A CIKIN SAUKI NA DIGITAL IYA YIWA WUYA LISSAFI
Sai dai idan kun kasance babban gidan yanar gizon eCommerce, ƙididdige ROI a cikin tallan dijital yana da ƙalubale sosai . Wannan shine lamarin musamman ga kamfanoni waɗanda suka ƙware a ayyuka, B2B, da sauran masana'antu inda ba ku siyar da samfuran kai tsaye akan layi. Har yanzu, yana da mahimmanci a fahimci yadda ake auna ROI na talla.
Yawancin waɗannan ma'auni ba shigarwar kai tsaye ba ne don ƙididdige ROI bayanan lambar wayar tallan dijital, amma ya kamata su taimaka muku samun fa'ida mai fa'ida na ko saka hannun jarin tallan dijital ku yana haifar da dawowa ko a'a.
1. MASU ZIYARA NA WATA BABBAN WATA
Mutane nawa ne ke ziyartar rukunin yanar gizon ku kowane wata . Yana da faɗi sosai a ma'anar cewa ba tare da zurfafa zurfafa ba, ba mu san darajar wannan zirga-zirgar ba ko ƙila ta kasance.
Binciken maziyartan kowane wata na musamman
YAYA AKE KILITTAFAN MASU BAKI NA WATA?
Ana bin wannan kai tsaye a cikin Google Analytics , don haka babu lissafin da ya zama dole. Don ƙarin takamaiman, za mu iya raba zirga-zirga ta hanyar tushe (biya, kwayoyin halitta, zamantakewa, da sauransu) sannan mu kalli ma'auni masu ƙima daga waɗannan sassan.
2. KUDI GA JAGORA KO KWANAKI MAI WUYA (CPL)
Farashin kowane gubar yawanci yana da alaƙa da zirga-zirgar zirga -zirgar da aka biya, tunda ba ku biya ta fasaha ta hanyar fasaha ba. Ana ƙididdige wannan kai tsaye a cikin AdWords (da sauran dandamalin talla) kuma galibi ana kiransa "farashin kowane juzu'i."
Ya rage na ku don tabbatar da jujjuyawar ku ta yi daidai da abin da kuke ɗauka a matsayin "guba." Yin kirgawa ko ƙididdigewa na iya haifar da skewed farashi ga kowane bayanan juyowa idan ba a daidaita shi daidai ba .
A bangaren kwayoyin halitta, ba ku biya kowane gubar. Madadin haka, kuna biyan dabarun SEO da tallan abun ciki.
Wadannan ƙoƙarce-ƙoƙarce suna haifar da samar da gubar a cikin lokaci, amma yana iya zama da wahala a ɗaure su da farashi akan kowane gubar.
3. KUDI GA DUK SIYAYYA (CPA KO CAC)
Abin da kuke biya don siyan abokin ciniki na gaske, ba kawai abokin ciniki mai yuwuwa ba. Kamfen ɗin da aka biya na iya ganin wannan a kusan ainihin lokacin, kuma yayin da wannan ma'aunin ba ya aiki kai tsaye ga ƙoƙarin SEO, za ku (da kyau) za ku iya haɗa hanyoyin jagora guda biyu don ganin ƙimar siyan abokin ciniki na gaskiya a duk na'urorin ku .
YAYA AKE KIMIYYA CPA A CIKIN SAUKAR DIGITAL?
Ba kwa buƙatar kalkuleta na CPA don haɗa wannan ma'auni mai sauƙi. Ana ƙididdige CPA/CAC ta hanyar rarraba jimlar kuɗin tallan dijital ta adadin abokan cinikin da aka samu.
CPA / CAC = jimlar ciyarwar tallace-tallace / adadin abokan cinikin da aka samu
4. MAYARWA KASHE KUSHEWA AKAN tallace-tallace: ROAS
Wannan shine kudaden shiga (maimakon riba) da aka samu akan ciyarwar tallan ku , amma baya la'akari da wasu farashi, kamar farashin kayan da aka sayar. ROAS ma'auni ne mai amfani idan zaku iya haɗa kudaden shiga kai tsaye zuwa ƙoƙarin tallan dijital . Komawa kan tallan tallace-tallace yana da amfani zuwa matsayi, amma kuna buƙatar cikakken fahimtar ribar ku don sanin yawan adadin ROAS ɗin da kuke da riba.
YAYA AKE KIMIYYA ROAS A CIKIN SAUKAR DIGITAL?
Idan muka yi tunanin ROI na tallace-tallace na dijital kamar ROI = (Ribar Net / Jimlar Kudin) * 100, Komawa akan Kuɗin Talla shine ROAS = (Kudin Kuɗi / Jimlar Tallan Talla) * 100.
Misali , bari mu ce kun kashe $100 akan tallace-tallace kuma kuna samun $300 a cikin kudaden shiga sakamakon haka, amma samfurin ku kuma yana biyan $100.
ROAS ɗin ku zai zama 300% [(300/100) * 100]
ROI ɗin ku zai zama 50% kawai [(100/200) * 100].
5. Matsakaicin ƙimar oda: AOV
Yaya darajar abokin cinikin ku mai biyan kuɗi a kowane yanayin da suka saya. AOV ya fi amfani ga shagunan eCommerce, amma ayyuka da B2Bs kuma na iya amfani da shi. Don kasuwancin e-commerce, za mu iya ninka AOV ta maimaita ƙimar don samun ma'auni mafi mahimmanci, ƙimar rayuwar abokin ciniki.
6. DARAJAR RAYUWAR CUSTOMER: LTV
Abin da za ku iya biya a cikin jarin talla don siyan kowane abokin ciniki da riba . Yana da mahimmanci a san LTV saboda ya shafi kowane nau'in kasuwanci.
Ecommerce na iya samun ingantaccen lissafin LTV.
Sauran masana'antu za su buƙaci gabatar da tsinkaye mai sassauƙa, ko kuma ƙila za su iya amfani da bayanan abokin ciniki na tarihi don hasashen yadda LTV zai yi kama.
Anan ga binciken yanayin yadda Starbucks ke lissafin LTV ɗin su
7. DANGANTAKAR CIGABA DA RUFE: LTCR
Idan jagoran ku yana da inganci , idan tallace-tallacenku yana da inganci kuma yana taimaka muku aiwatar da ROI ɗin tallan ku na dijital.
YAYA AKE LISSAFI LTCR A CIKIN SAUKAR DIGITAL?
Matsakaicin ku zuwa-kusa shine kawai jimlar adadin jagororin da aka raba ta hanyar jagororin nawa aka rufe.
LTCR = Jimlar adadin jagorori / Jimlar rufaffiyar jagora
SIFFOFIN ROI DA AKE YIWA
Bari mu ga yadda za mu iya isa ROI na tallan dijital da aka yi hasashe idan mun san rabon jagora zuwa-kusa (LTCR), farashin kayan da aka sayar (COGS), da farashin kowane gubar (CPL).
Misali: Muna da rabo-zuwa-kusa rabo na 4, wanda ke nufin mun rufe kashi 25% na jagororin mu.
Farashin mu akan dalar Amurka $10 shine $200 kuma farashin mu na kayan da ake sayarwa a tsawon rayuwar shine $80.
Za mu gajarta dabarar ta hanyar ɗaukar farashin sayan abokin cinikinmu (CAC) = LTCR * CPL .
A cikin misalinmu, wannan yana ba mu CAC na (4 * $10) = $40 .
Daga sama, ROI = (ribar riba / jimlar farashi) * 100
Hasashen ROI = [(LTV-COGS-CAC) / (COGS + CAC)] * 100
Hasashen ROI = [($200-$80-$40) / ($80 + $40)] * 100
= ($ 80 / $120) * 100
= 66.7%
Idan na ƙara ruɗe ku game da ƙididdige tallace-tallace na dijital ROI, wannan post daga Jaridar Injin Bincike na iya taimaka muku share abubuwa, ko kuna iya tuntuɓar ni kai tsaye.
8. KARAWA A SAMUN SAMU
Ƙaruwar wayar da kan alama a kan lokaci sakamakon ƙoƙarin tallan dijital.
Binciken Alamar Ƙarfafa AdWords
YAYA AKE LISSAFI YAWA A BUHARI?
Kuna iya ƙididdige haɓakar binciken alamar ku ta bin diddigin adadin tambayoyin nema waɗanda suka haɗa da sunan alamar ku kowane wata. Tashin binciken alamar ku shine kawai adadin ƙarin bincike na wata-wata da alamarku ke karɓa.
A mafi yawan lokuta, wannan ba kawai sakamakon tallan tallace-tallace ba ne, amma duk kamfen ɗin tallan ku na dijital.
Kuna iya ƙarin koyo anan: Binciken Google akan yadda tallace-tallacen bincike ke ƙara wayar da kan jama'a .
9. MATAKIYAR MATSAYI
Matsayin da kuke karɓa daga injunan bincike don mahimman kalmomi , a matsakaita.
YAYA ZAKA LISSAFI MATAKIYAR MATSAYI?
Don kwayoyin halitta, za ku iya matsakaita matsayi a cikin Google Analytics da kuma a cikin dandalin mai wallafa don biya.
Matsakaicin matsayi na 1 yana nufin cewa ya bayyana a matsayin babban sakamako ga kowane kalma.
Idan matsakaicin matsayi yana gabatowa 1 akan lokaci, to, SEO da ƙoƙarin tallan abun ciki sun fara samun sakamako mai kyau.
Matsakaicin matsakaicin matsakaici zai haifar da gabaɗaya zuwa mafi girma danna-ta rates, wanda ke nufin ƙarin zirga-zirga. Idan dabarun SEO ɗinku ya mai da hankali kan mahimman sharuddan bincike don matsayi, za ku iya ganin haɓakar kudaden shiga kuma.
10. CTR BA TARE DA BRAND
Yadda yakin SEO ɗinku ke aiki . Don wannan dalili, kuna iya bin sa a cikin Google Search Console .
CTR da ba sa alama kuma ya shafi tallan tallan tallan da aka biya, inda Google da sauran masu talla ke ba da manyan tallace-tallacen CTR tare da sanya fifiko. A wannan yanayin, ana bin sa a cikin AdWords da sauran dandamalin bugawa.