Nudging Marketers, Google Introduces “Full Value Of Mobile” ROI Calculator

Google Mobile ROI calculatorIt’s a multiscreen world now. And, Google has been doing everything it can to help marketers catch up to consumers, who live in a world of several devices: PCs, tablets and smartphones. Yet, marketers still mostly live in the world of PCs.

To educate and bring them along, Google has produced compelling research, launched Enhanced Campaigns, broadened conversion tracking in AdWords, and now is introducing a mobile ROI calculator.

As part of its “How to Go Mo” site, Google is launching “The Full Value of Mobile.” It offers videos, case studies and ROI calculators for different mobile and multiscreen scenarios:

The Full Value of Mobile Calculator provides simple equations and benchmarks to help you estimate of the value that mobile drives for your business through calls, apps, in-store, mobile site and cross-device. In about 30 minutes, you can follow the step-by-step wizard to upload data from AdWords and your mobile website, and make some key assumptions to create your Full Value of Mobile estimate. Through the exercise, you’ll see the total value, value per click, and ROI that mobile is driving for your business across all mobile customer paths, not just your mobile website. You’ll also see how cost-effective your mobile CPAs are.

The ambition of the site is to model broader ROI thinking for marketers and give them methods to get a better sense of the contribution of mobile when conversions include multiple screens or happen offline (e.g., the research starts on mobile and the transaction happens on a PC or in a store).

Google mobile ROI calculator

The ROI calculator asks marketers to input data and values for questions such as:

  • How many people clicked “Get Directions” from your mobile search ads between 2/24/2013and 3/26/2013?
  • What percentage of users who clicked on “Get Directions” actually visited your store(s) as a result?
  • What percentage of store visitors made a purchase?
  • What is the average value of an in-store customer’s purchase?

Google provides calculators for offline purchases, calls, apps, cross-device transactions and mobile e-commerce. Marketers also get a comparison view of all the outcomes for each of the categories. The tool relies on marketers knowing certain types of information — the number of visitors who clicked “directions” and then showed up in stores, for example — which may not always be available or known.

However, the tool and related information go a long way to help show marketers necessary and expanded ways to think about ROI in the new multiscreen environment. Google is also hosting a webinar on how to use the ROI tool on March 28 at 1pm ET.

Related Topics: Channel: Mobile Marketing | Google | Google: Mobile | Mobile Marketing | Top News


About The Author: is a Contributing Editor at Search Engine Land. He writes a personal blog Screenwerk, about SoLoMo issues and connecting the dots between online and offline. He also posts at Internet2Go, which is focused on the mobile Internet. Follow him @gsterling.

Connect with the author via: Email | Twitter | Google+ | LinkedIn

Marketing Day:

Get the top marketing stories daily!  


Other ways to share:

Read before commenting! We welcome constructive comments and allow any that meet our common sense criteria. This means being respectful and polite to others. It means providing helpful information that contributes to a story or discussion. It means leaving links only that substantially add further to a discussion. Comments using foul language, being disrespectful to others or otherwise violating what we believe are common sense standards of discussion will be deleted. You can read more about our comments policy here.
  • CarrieAlbright

    I’m having trouble with the “upload” aspect of this feature. What kind of file would you recommend using when trying to calculate my Ad ROI?

  • Ejikeme Princely

    This is a very nice article. A great roi calculator . by google, i like your article.

Get Our News, Everywhere!

Daily Email:

Follow Marketing Land on Twitter @marketingland Like Marketing Land on Facebook Follow Marketing Land on Google+ Subscribe to Our Feed! Join our LinkedIn Group Check out our Tumblr! See us on Pinterest


Click to watch SMX conference video

Join us at one of our SMX or MarTech events:

United States


Australia & China

Learn more about: SMX | MarTech

Free Daily Marketing News!

Marketing Day is a once-per-day newsletter update - sign up below and get the news delivered to you!