This document discusses solutions for bridging the gap between marketing and finance perspectives by focusing on profit-driven metrics. It recommends pushing cost of goods and media costs into Google Analytics to create a single point of truth for key metrics like product revenue, cost of goods, and media costs. This will allow calculating product-level profits and identifying the most profitable versus just most popular products and promotions. Methods are provided for pushing cost data via data imports and the Google Management API to enable custom profitability reports and dashboards in Google Data Studio.

1. G O B E Y O N D
R E V E N U E
S O L U T I O N S F O R P R O F I T - D R I V E N
M A R K E T I N G I N G A
PRESENTED BY: MIKE ULRICH
DIRECTOR OF DEVELOPMENT | DIGITAL INTELLIGENCE
WPROMOTE

2. G O B E Y O N D R E V E N U E
WE SEE THINGS DIFFERENTLY
MARKETING VS. FINANCE

3. G O B E Y O N D R E V E N U E
MARKETING SAYS
REVENUE

4. G O B E Y O N D R E V E N U E
FINANCE SAYS
PROFITS

5. G O B E Y O N D R E V E N U E
MARKETING THINKS

6. G O B E Y O N D R E V E N U E
WE JUST SPEAK DIFFERENT LANGUAGES

7. G O B E Y O N D R E V E N U E
HOW DO WE UNDERSTAND?

8. G O B E Y O N D R E V E N U E
THEIR LANGUAGE IS SIMPLE
R E V E N U E
$ 2 4 . 9 9
C O S T O F G O O D S
$ 7 . 1 5
M E D I A C O S T
$ 2 . 1 5

9. G O B E Y O N D R E V E N U E
THE YEAR THINGS CHANGED

10. G O B E Y O N D R E V E N U E
ENHANCED ECOMMERCE OUT OF BETA

11. G O B E Y O N D R E V E N U E
MAKE ANALYTICS YOUR ONE POINT OF
TRUTH
11
1
2
3
PRODUCT REVENUE
COST OF GOODS
( COGs )
MEDIA COST (AL L PAID
INITIATIVES)
WHAT’S
NEEDED?

12. H O W T O P U S H C O G s

13. H O W T O P U S H C O G s
HOW TO PUSH COGs
C O S T O F G O O D S
$ 7 . 1 5
2
1
DATA IMPORT (COMPLETE
FAILURE)
DEVELOPMENT

14. H O W T O P U S H C O G s
THE SMOKING GUN
Push COG Custom
Metric At The
Product Level
Leveraging The EE
Purchase DataLayer

15. H O W T O P U S H C O G s
STEP 1: PUSH COG AT POINT OF PURCHASE

16. H O W T O P U S H C O G s
METHOD 1
The Client
Method

17. H O W T O P U S H C O G s
METHOD 2
The Lookup Table
Method

18. H O W T O P U S H C O G s
METHOD 3
Google Sheet
Method

19. H O W T O P U S H C O G s
THE RESULTS
COG Pushed At
Product Level

20. H O W T O P U S H C O G s
STEP 2: CREATE CUSTOM METRIC IN GA
Create A Custom
Metric For Cost Of
Goods Sold

21. H O W T O P U S H C O G s
STEP 3: CREATE CALCULATED METRIC -
PROFIT
Create A Calculated
Metric To Calculate
Product Revenue -
COG - Cost

22. H O W T O P U S H C O G s
STEP 4: CREATE CALCULATED METRIC - PRODUCT
PROFIT
Create A Calculated
Metric To Calculate
Product Revenue -
COG

23. H O W T O P U S H C O G s
WHAT’S NEEDED NEXT?
1
2
3
PRODUCT REVENUE
COST OF GOODS
( COGs )
MEDIA COST (AL L PAID
INITIATIVES)
SINGLE POINT OF
TRUTH

24. P U S H M E D I A C O S T

25. P U S H M E D I A C O S T
METHODS TO PUSH MEDIA COST
2
1 DATA IMPORT (NOT A FAILURE)
USE GOOGLE MANAGEMENT API
(NEED ENGINEERING TEAM)

26. P U S H M E D I A C O S T
STEP 1: CREATE COST DATA IMPORT
Create Your Data Set
Schema Within Data
Import Using The Cost
Data Template, Add
‘adCost’ As A Column
And Save

27. P U S H M E D I A C O S T
STEP 2: MEDIA COST IMPORT CSV
Create Your Cost
Sheet Schema
Within Excel And
Save In A CSV

28. P U S H M E D I A C O S T
STEP 3: CREATE CUSTOM REPORT #1

29. P U S H M E D I A C O S T
PROFITABILITY REPORT
PRODUCT REVENUE - (COG + MEDIA COST) = PROFIT

30. P U S H M E D I A C O S T
STEP 4: CREATE CUSTOM REPORT #2

31. P U S H M E D I A C O S T
PRODUCT PROFITABILITY REPORT
PRODUCT REVENUE - COG = PROFIT

32. P U S H M E D I A C O S T
GOOGLE DATA STUDIO - PROFIT DASHBOARD

33. P U S H M E D I A C O S T
PROBLEMS SOLVED FOR
M O S T
P O P U L A R
M O S T
P R O F I T A B L E
D A T A - D R I V E N
P R O M O T I O N S
B R IDGE GA P B /T
F IN A NCE & MA R KET ING
A C COUNTS F OR A L L
P A ID IN IT IA T IV ES
U N DERST ANDING
P OP U L AR V S. P R OF IT ABLE
P R OD UCT S
S MA RT ER P R OD UCT
P R OMOT ION S

34. Q & A