Dissecting an Advertising ROI Report

By Dallas Ziebell, dziebell@lessitermedia.com
Marketing Manager, Lessiter Media

Most marketers today understand that an advertising campaign which puts a brand's message in front of a target audience with consistent frequency and through a diverse set of marketing channels is the key to building brand recognition and ensuring their product is top of mind when a sales prospect is ready to buy. But a common challenge that comes with multi-faceted marketing campaigns — especially those with promotional efforts being executed simultaneously both online and offline — is how to centralize and analyze results in a way that provides directional and actionable data. This is where an Advertising Return On Investment Report can become a valuable tool.

Put simply, an Advertising ROI Report provides a holistic view of a marketing campaign's effectiveness by: 1) tabulating the total number of impressions, leads and sales generated by the campaign; 2) calculating a cost per impression figure both by channel and overall; 3) projecting the campaign's ROI based on the total number of leads generated and the lifetime value of each lead.

To help you understand how you can use one of these reports to better understand the ROI of your own marketing efforts, today we dissect an Advertising ROI Report and examine an actual anonymized example from one of Lessiter Media's Ag Division Advertising clients.

If you'd like to see an Advertising ROI Report for a specific campaign you've ran with Lessiter Media, just let me know and we can make that happen!

Want to give it a shot yourself? Download our Advertising ROI Report template here and enter the numbers from one of your own campaigns into the yellow cells, and an ROI figure will calculate automatically. But if you'd like one of our team members to walk you through it step-by-step, just drop me a line and we'd be happy to set up a call today.