Connect To Dashboard – Pulse ROAS
Connect To Dashboard
Now you have ROAS globally and per campaign per leadsource. What should you pull to the Dashboard?
First, we need Global ROAS for every time period to be on the Dashboard.
Option #1 is to pull the ROAS number directly in to the Dashboard using the IMPORTRANGE formula.
Option #2 is to use a ratio.
- Present period vs last period
- Present period vs average of last three periods
- Present period vs average of last 12 periods
- Present period compared to ROAS goal
Option #3 is to show a win condition. If your present period ROAS meets the goal, show a green WIN, and if it doesn’t show a red FAIL. I like this approach because it is very easy to look at 20 rows tracking 20 campaigns and tell if it is all green or if there is some red. Every additional number of the dashboard clutters our lives, so having no numbers at all feels good to me.
Critical Campaign ROAS
Whether your flagship product or your current big promotion, one or three campaign probably matter to you more than others.
Here I’d consider sending not just the Campaign ROAS but the lead source specific ROAS for that campaign to the Dashboard.
Include also the change over time ratio to the prior period so you have some context.
Critical Campaign Metrics
Do these for every paid lead source for the Critical Campaign.
Lead Source Status: Win or Fail, color coded appropriately.
Lead Source Performance: The % of the actual ROAS over the target ROAS. Eg, 215%.
Lead Source Weekly Spend Recommendation: Recommended change in spending. Set the timeframe to whatever makes sense to you. A shorter timeframe is more appropriate for products with short buying cycles, or where you want to rapidly adjust your spend, or with large ad budgets. Long time horizons are better for longer buying cycle products or smaller ad budgets.