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Using Analytics to Make Revenue More “Real”
Justin Grover – Product Manager Analytics Platform

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Intro
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Intro
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Intro
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• APIs
• Authentication
Authorization
• Integration

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A Focus on Real Revenue
Revenue – (Returns, Cancelations and Exchanges)
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Strategies
More accurate Revenue for your paid search campaigns
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General Adjustment
1. Find out what your
return/cancelation/exchange rate is for the
company as a whole
2. Revenue – (returns + cancelations +
exchange costs)/revenue
eg. $100 – ($5 + $3 + $2)/ $100 = 90%
3. Multiply all revenue numbers by the
resulting percentage
e.g. $150 * .9 = $135 (Real Revenue)
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Pros
• Make sure margins
aren’t negative

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Record Marketing Channel in System of Record
1. Capture the marketing channel when
visitors come to the site (usually a cookie)
2. When a user makes a purchase, record the
marketing channel in the order
management system
3. Export all orders with marketing channel
4. Analyze what the
return/cancelation/exchange rate is for
each marketing channel
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Pros
• Make sure margins
aren’t negative
• Can break out “Real”
revenue by channel

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Upload Returns/Cancelations/Exchanges to Analytics
1. Make sure the order number/ID is being
captured in the analytics tool
(Transaction ID in SiteCatalyst)
2. Upload Return/Cancelation/Exchange
amounts to the analytics
3. Establish a base line
return/cancelation/exchange rate
4. Analyze marketing campaigns to for
opportunities
a. Look for campaigns that bring in customers
with higher than average return rates
b. Look for products/landing pages to higher
than average
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Pros
• Make sure margins
aren’t negative
• Can break out “Real”
revenue by channel
• Can find campaigns that
bring in expensive
customers
• Can find
products/landing pages
that mismatch
expectations

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Questions?
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