This dashboard answers the question: How effective are my media investments?
Where to find it?
You can find this dashboard in QuanticFy in the Attribution section.
Who is the dashboard for?
The sales-by-channel dashboards are interesting for media buyers and CEOs, to make media investment decisions.
How to read it?
The best order source to select is the Online store. It can work with other sources but might not be as accurate as for the Online store.
You can choose to display either the Net turnover, the number of Sales, Media Spending, or Effective Media Spending.
You can also choose if you want to display all orders or first rank purchases or repeat purchases.
And you can finally choose which channels you want to display in your chart. Select "Paid" to see only channels that led to media spending.
By using the "compare" button, you can display side by side the same data for different periods of time.
When filtering the data to keep paid channels only, you see on the top dashboard:
how much revenue those channels generated,
the number of orders that generated that revenue,
the total of your media spending,
the effective media spending, which indicates the part of your media spending that actually contributed to generating sales.
How to interpret the results
Media spending for acquisition VS repeat business
On this dashboard, you can gain insights into your media investments by calculating simple ratios. First:
Select the time period you want to observe,
Filter the data by "paid channels"
Note the total revenue at the bottom of the table
Then, you can see if your media investments are effectively bringing in new customers. For that, select First Purchases and look at the total again. Then do:
Total revenue for rank 1 orders / Total revenue for all order ranks
From there you can deduce to what extent your media investments influence repeat orders (existing customers): for that, select Repeat Purchases and repeat this process:
Total revenue for order rank >2 / Total revenue for all order ranks
If you select All ranks, you will see the whole efficiency (investments regarding both acquisition and engagement)
The Effective Media Spending share
To know the share of EMS versus MS (Effective Media Spending / Total Media Spending):
Make sure you are filtering the data to only see paid channels
Select All order ranks
Look at the total MS for the period
Look at the total EMS for the period
Do EMS divided by MS, which will give you the EMS ratio.
In the example below, Media Spending and Effective Media Spending are the same, which is a rare case of 100% of media spending leading to actual sales.
Tips for your business
The share of first orders
If the share of first orders is less than 65% of the total orders, it means you are spending money on media in order to engage existing customers, whereas this could be done through free or fairly cheap email campaigns. To see this, filter your data by paid channels, then by “rank order 1” to see the share of sales that are first sales versus your total of sales.
The EMS share
If Effective Media Spending (EMS) represents less than 70% of your media spending, it might indicate two things:
Either the ad_id in the UTM parameters (for Meta) is not set up correctly, preventing Quantic Factory from collecting your campaign data. Visit our UTM guide to learn more.
Or your investments are not optimized. In this case, we recommend further investigating the Sales by campaign dashboard to identify the campaigns that are not performing well.