The ROAS Analyzer section on the AdYogi platform essentially helps us with insights based on the 6 most metrics that directly contribute to the final ROAS (Return on Ad Spend) for Facebook & Google both. It helps in determining the reasons for the increase/ decrease in ROAS and the next steps to be taken in order to improve the same.
Here's how you should be seeing this table-
You can check the performance data for the present day, yesterday, the last 7 days, and the Last 30 days. In today's section, we will be able to see the current status. Through this set of main metrics, we can see which specific metric has caused the drop.
For example- We see a 22% drop in Average Order Value which means that we should be promoting more combos/high-value products to increase the same. Implementing such an exercise with each of the metrics with the help of this analyzer can ensure better campaign performance.
Below are the important metrics that can have a direct impact on your ROAS.
Metric | Description |
| What measures can I take to reduce the CPM? | |
| How do I increase my CTR? | |
| What is the % of users that successfully landed on the website after clicking on an ad? | |
What details can I provide about the product that would persuade people to add to cart? | |
| What steps do I implement to increase my transaction rate? | |
| Ways to increase my AOV? |
The only difference between Facebook and Google analyzer is the metric Landing Page view vs Link clicks % (Facebook) whereas in Google the same metric is called GA sessions/ Clicks % and it denotes the % of users that landed on the website after clicking on an ad.
Summary- We can obtain several insights by comparing Facebook and Google ROAS analyzer. For example- If we see that the transaction rate metric on a given day is low for both then we can conclude that there may be issues/ bugs on the payment page of the website that need to be rectified or maybe that COD was implemented due to which the transaction rate dropped etc. This is where ROAS analyzer comes handy.
Click here to get more insights on how to maintain these metrics by implementing the right website flow checklist.