How to Measure (and Improve) Your Digital Marketing ROI

which order value or your average sale
value and then you've got to multiply it
by your profit margin
so let's say for example that your
average order value is 100
and your profit margin is 25 percent
that tells us that you can afford to
spend
25 maximum
per customer okay now if you are a lead
generation business if your website is
designed to generate leads you want to
multiply this by your sales team's
conversion rate
so if your sales team closes one in two
customers for example
then you'll need to multiply this by 50
so that's going to give you a maximum
cost per lead that you want to spend
of 12.50
if you want to get a handle on your
digital marketing roi so that you can
increase it
then you're in luck this is exactly what
we're going to be doing today
welcome to exposure ninja my name is tim
i'm head ninja and ceo
exposure ninja which is a digital
marketing agency today we're going to be
looking at
digital marketing roi how to measure it
and how to improve it
it's really important that you measure
your digital marketing roi across all
the different channels that you're
working
so you can work out where to put your
focus and where to put your budget
in order to make the most profit so
we're going to look at some examples
today and i'm going to show you a live
client example
to walk through some different roi
metrics that you want to be tracking and
we can talk through some of the
calculations involved
and how to make decisions based on the
data that we're finding the business
that we're going to be using as an
example
is both e-commerce and lead generation
so this video applies to you whether
you're running an e-commerce store or
whether you're using your website to
generate leads for example you're a
services firm
now hopefully i don't really need to
explain why tracking roi
is important we see businesses making
all sorts of ridiculous marketing
decisions when they get fixed on
other metrics like follow accounts or
even respect in their industry i ran a
linkedin poll recently by the way follow
me on linkedin
if you're not already i ran a linkedin
poll recently which asked people what
they wanted from their ad campaign now
two-thirds of people said roi
and one-third of people gave these
really strange answers which was
everything from we want to be really
creative so we want to get respect from
our competitors
which makes absolutely no sense the
purpose of marketing
should be to generate an roi which is
why this stuff and the
calculations that we're going to be
looking at today should be central
of your digital marketing decision
making in fact to me marketing without
calculating roi would be like
playing sports without keeping score
right
loads of shouting you waste loads of
energy and it's prone to ending in
arguments
now the great news is that digital
marketing gives us the best opportunity
to track marketing roi
ever right our parents and grandparents
would have
loved the data and the analysis that we
can do today
you know if you think back to a time
when marketing was newspaper ads and
radio
when it was almost impossible to really
clearly track roi
then what we've got today and the level
of analysis that we can do
even just using free tools is insane
completely mind blowing you know that
saying
half of my marketing spend is wasted the
trouble is i just don't know which half
well today there is absolutely no reason
for that to be the case
so in this video we're gonna start
really basic looking at some top level
overview stuff then we're going to start
to go a little bit deeper i'm even going
to try and do some maths
on the ipad live mrs henderson would be
so proud
actually she probably wouldn't it's just
no pleasing some people anyway
couple of tools that you'll need firstly
you'll need google analytics
that's it that's all we're going to be
using for our marketing roi tracking
today now of course you can go more in
depth and we'll talk about some of the
ways that you can do that later on
if you take a lot of your sales over the
phone then you might want a phone
tracking service like
response tap which plugs into google
analytics and will allow you to judge
the quality
of the leads coming through over the
phone but we're going to talk about
going a bit more in depth later on
predominantly today we're gonna stick
with top level stuff
and make it as actionable as possible
ready then let's begin
alrighty so if we open google analytics
and we have conversion tracking set up
which is extremely important then we're
gonna see something like
this screen here now this is for one of
our clients relatively small client
uh doing about 150k a month
through their website this is a
combination remember of e-commerce
and lead generation but the reason i
wanted to use this client
is because they have a combination of
lead generation and e-commerce
and also we've been working with them
since the very start of this website so
it allows us to show the growth as well
now there's a couple of metrics that we
want to have in mind
before we start looking at marketing roi
and those are
firstly average order value or aov
this is on average how much somebody
spends when they buy from us
so we can see in this example that these
1200 sales have generated
200 000 approximately in revenue so our
average order value is
200k divided by
1200 sales which equals about 160 pounds
per order so 160 is our average order
value so if you're a lead generation
business then you'll need to know your
average
lead value which is calculated slightly
differently
so first thing you need to know is how
much your average order value is so when
your sales team closes a sale
what it's worth to them now our average
lead value is calculated by multiplying
our average order value
by our sales conversion rate
now in this case the average order value
for leads generated to their business is
actually quite a lot higher because
these tend to be the bigger purchases
that people want to talk to someone
first
so just to make things really simple
we're going to say that their average
order value for the
leads generated is a thousand pounds
rather than the 160 and let's say that
their sales team closes
on average one in five of these leads
okay so that gives us a conversion rate
of 20
so that tells us that their average lead
value is 200 pounds
[Music]
i just live with the constant fear that
i've made a basic mathematical error at
the start of these and then i just use
that throughout the entire video
let me know in the comments if i've done
exactly that now assuming that we've got
our average order value of 160 pounds
and we've got our average lead value of
200 pounds we can start to make some
very broad marketing roi calculations
the next thing that we need to know is
how much we're spending on digital
marketing now in order to start working
out some really basic
top-level marketing calculations all we
need to know is
how much they're spending on marketing
versus how much they're making
we're going to go a little bit further
in depth but just working out very basic
stuff to begin with
so the roi is calculated by
money out divided by money in or
technically money out minus money in
divided by money in okay so let's say
uh sales minus investment
divided by investment okay
so um in this case their marketing
investment is very straightforward to
calculate they don't have an internal
marketing team they don't have any other
marketing overheads all of their
marketing
investment is exposure ninja and ad fees
so that's
really really straightforward to
calculate so just using very round
numbers here we can say that their
investment
is 10 000 pounds per month so
now we need to work out how many sales
it generated for that 10 000 pounds a
month investment
now we can see here that revenue average
over the last couple of months this is a
two-month period
we can see that revenue is around about
100k
so they've got 100k of e-commerce sales
plus they've got the sales generated by
their lead so if you're a lead
generation business
this is what you would do instead now
calculating the number of leads
is a little bit more complex um what
we're going to do is we're just going to
ignore
anything that comes through the phone
anything that comes through email which
is obviously incorrect we'd want to go
and count those leads up
we're just going to use contact form
submissions
to represent the number of leads that
they're generating okay so in this case
they've had
367 leads through those two months so
that's about 180 leads per month
and when their average lead value
remember is 200 pounds
so that gives us approximate revenue per
lead of 180 times the 200
which is 36k
[Music]
right so their digital marketing roi
is 136k minus the 10k they're investing
so that's 126
divided by the 10k okay
so 126 divided by 10k
they are making a 12.6 times
return on investment so in other words
they put one pound in or one dollar in
and they get 12 pounds 60 or 12.60
out okay so that is their marketing roi
so you can express this as a ratio like
a 12.6 or you can express it as a
percentage and obviously if it was a
percentage it would be 1260
now what we need to take into
consideration now is profit margin
because if your profit margin is let's
say 50
then your roi would be 50 of this okay
using these numbers we're assuming that
was just based on revenue not based on
profit now when you're making decisions
about how heavy to go with your digital
marketing
then you want to make your decisions
based on profit not just revenue but for
the sake of this video we're actually
just comparing the different channels to
see how the roi
is different so as long as we're using
the same method for each one it doesn't
matter whether we use revenue or whether
we use profit for the sake of simplicity
in doing live maths
i'm going to use revenue because it's a
lot easier you're still here
you sicko so this gives us a really
basic
top-level overview of digital marketing
roi
but this information isn't that useful
because it doesn't actually help us make
decisions like
where should we be focusing our budget
it just tells us that broadly
digital marketing seems to be working so
if we want to start
working out where we want to put our
budget to generate the best roi we need
to start looking at the roi
per channel okay don't worry if i can do
this you can do this
so for the sake of keeping things simple
i don't know how many times i've said
that and we're still not simple
trying to keep things simple we're going
to just look at e-commerce conversions
here
you can use leads if your business is
lead generation obviously just use your
average lead value
so we're going to take a look at a
couple of different channels here
organic search and
paid search and just look at the
different rois of each but before we do
that let's broadly look at all of the
different marketing channels being used
on this site so we've got organic search
at the top here we can see the number of
visitors that are being bought into the
site
and we can see the e-commerce revenue
remember that there is revenue from the
leads as well
but just to keep things simple we're
just going to be looking at e-commerce
here
and we can see the number of
transactions that have taken place
so we can see for example that we've had
20 000 visitors over the course of this
two months and we've made 57
000 pounds in sales so that tells us
that our organic search i.e
our seo work basically is generating
about 29 000 pounds a month in sales
right there's going to be branded
traffic in there we'll come back to that
if we contrast this with paid search we
can see that we've had 12 000 visits
through paid search
but we've generated a higher number of
sales and
those sales have been more valuable we
have 77
000 pounds worth of sales from the 1200
visits from paid search so we can see
that on average our paid search is
generating
in the region of 38 and a half thousand
pounds per month in sales
we've also got direct traffic now direct
traffic is a relatively small number of
visitors only 5 000 visitors
but that traffic has driven 58 761
pounds in
sales so this feels like a really high
converting and a very profitable traffic
source
now direct traffic by the way is people
that have
typed your website address into their
browser bar so it's people have gone
straight onto your website or
people that have found their way onto
your website and google doesn't really
know how they got there right so it's a
bit of a catch-all
bucket so direct traffic for this
business as for many businesses looks to
be
incredibly profitable not least because
we haven't paid
to get those people onto the site now
the direct traffic onto the site is
going to be a combination of
repeat visitors people who've bought
from you before and for this business
that is a fairly decent chunk of the
direct traffic
is people who've already bought from
them before and have come back to make
follow-up purchases
you're also going to get people in
direct traffic who have maybe
seen your brand somewhere so for example
for this business we do a lot of digital
pr we get them featured in a lot of
places because they have an eco-friendly
angle
and people will then go type their
website address
into their browser window and they'll go
straight to the website to purchase
so this direct traffic is like a
combination of lots of different things
which muddies the water slightly because
it means that we can't
100 trust that that is all the revenue
that organic search or paid search is
generating
another thing to watch out for is
referral traffic sometimes your referral
traffic will be people who are coming
through your checkout process let's say
that people buy through paypal
and then when they come back onto your
site after being in the paypal window
they're counted as a referral visitor
so what you can sometimes find is that
your referral traffic is really really
valuable
and you're thinking what's going on here
you have a look and it's actually all
from paypal or stripe
and that means that really it's come
from one of these other sources instead
so that's a tracking issue that needs to
be resolved
but broadly speaking we're going to
trust the numbers that we can see here
and just have a look at the paid search
and the organic search
let's take a look at paid search first
of all if we go into google ads we can
see the amount that's being spent on the
ads and how much is being generated
through e-commerce so
we can see that there's a whole bunch of
different campaigns here we've got a
smart shopping campaign we've got
dynamic search ads
we've got branded search so this is
people that are actually searching for
our clients brand name
and then we've got some other stuff
that's not active here
now let's talk about the branded search
first of all this is people that are
searching for the client's brand and
it's really important that you split
this out and you understand
what this data is showing you because
this is people that are already
searching for
our client so this isn't new traffic
that's why
with 1100 visitors and only 600 pounds
in spend
they've generated 40 000 pounds in
revenue because this is
most likely to be repeat customers okay
so
very very high roi on that channel we've
got 40 000 pounds generated for 600
pounds of sales so that's like a
60 x that's like yeah
62x or something really really massive
massive
roi now up here we've got the smart
shopping campaign and dynamic search ad
so these are predominantly targeted at
people that haven't bought before
and we can see that this traffic for
around about 4 000
ad cost has generated in the region of
37 000 pounds worth of sales
so this allows us to calculate our next
metric which is return
on ad spend so how you calculate your
return on ad spend or
row ass is the money generated by your
ad so in this case 37k
divided by your ad spend so in this case
it's 4k and we're just looking here at
the non-branded stuff
so i'm not looking at the branded stuff
we're just looking at the non-branded
stuff at the top here
now this gives us a row us of 9.25
x not percent tim x that means we put
one pound in the google ads machine
and we get nine pound 25 back now of
course we want to think about profit
margin that's not all profit but
that is a decent figure depending on the
market that you're in that's a pretty
decent
figure so as we start to think about
what these numbers tell us and the
insights that we can get from this and
how we can decide to invest
what we would see from this is that
investing in
non-branded new traffic to the site is
going to be really valuable that's going
to be a valuable thing to do because
don't forget we're not only generating
the first sale we're also
driving future purchases right
with this traffic here we're making
money on it yes we're making decent
money we're making 9.25 times
return on ad spend but we're also
building up a customer base which is
gonna come back and search for us later
on
where we can get an even sicker return
on ad spend
so this allows us to start making some
really smart decisions
and what you'll often find is if you're
running a few different paid ad channels
let's say for example that you're
running google ads against facebook ads
you'll see that roast being very
different between those channels most of
the clients that we work on
if they're running two different paid ad
channels there'll be a significant
difference in one of the channels we'll
usually find that one of them is
significantly more profitable so this
allows you to start making sensible
rational decisions about where to put
your ad spend but also if you want to go
to your director and say we need more
marketing budget and they'll say well
how do we know will you say look every
pound that we're putting into google
we're getting nine pound 25 back or 9.25
if we're putting a dollar in
they're gonna say okay let me get you
some more dollars
okay so that's pay-per-click which is
very straightforward to measure whether
you're running facebook ads or whether
you're running google ads
your pay-per-click numbers are by far
the easiest to measure an roi on
now let's think about organic channels
so organic search
or organic social media these are much
much more difficult to attribute an roi
to
and there's two main reasons firstly you
don't get as granular data
about the people that are coming through
these channels onto your website now
you're not able to track with the same
level of confidence
how much of your organic traffic is
branded i already knew
about you versus people that are coming
onto your site
cold so that makes it a little bit more
difficult the other variable with
organic
channels like seo and social media as it
takes a lot of time
to build these channels up now if i just
zoom out from this particular client to
show you since the time that we've
started working together and then we
have a look at their organic traffic
over this period
you can see there that orange line has
grown steadily they've been investing
the same amount in their seo with us
every single month since that started
now at the start of the campaign that
return on investment looked
really really low because they were
getting a very small number of people
onto the site we're talking like 70
visits per day now of course a year
later we've increased that number
significantly they've like
5x the amount of organic traffic they're
getting onto the site daily
so their roi appears to have gone up
from organic search
but really what's happening is that
their investment is now starting to pay
off
if we follow the same pattern and play
it out for another year well let's say
that we're able to increase our daily
organic visitors by another 5x
over the next year well all of a sudden
the roi on the seo is going to look
stupid high because what they're really
seeing is they're seeing all of that
accumulated investments start to pay off
so the roi for organic channels can be
much much more difficult to track
and actually it can be very difficult to
say on a particular month or on a
particular day
what your roi on something like seo or
organic social media
is so what we have to do is we just have
to take a snapshot time period so let's
say for example we just look at a one
month snapshot
um this month of march and we say right
this business invested around 6 000
pounds in seo
during that time period and from all the
organic traffic on the site they
generated
38 000 in sales now that's going to give
you
some roi number what it's not going to
do is it's not going to break out the
branded traffic it's not going to break
out the people that were searching for
you anyway because they're a repeat
customer
it's not going to break out the people
that saw your ad mentioned and then
decided to google you and then click on
your organic result but that will give
you a number
and what you can do is you can plot that
roi over time
so let's say for example that you
measure money
in versus money out for organic traffic
when you start particularly if you have
very low visibility of your website
you're going to be
really kind of in the deep you're going
to be negative roi
and you're probably going to stay there
for some time but what's going to happen
over time as your visibility starts to
increase as the work and the time and
the energy that you've put in
starts to pay off your roi is going to
increase and it's going to grow and it's
going to grow and it's going to grow
now sometimes it's a straight line graph
sometimes if
a particular ranking blocker is unlocked
then it can be quite a rapid increase
but it's the shape that you're looking
for
because any organic channel takes time
to build and it takes
patience so expecting the sort of fast
roi that you would see with a paid ad
channel
really doesn't happen even with paid ad
channels like google ads your roi
won't be immediate and often we're able
to significantly improve the roi
from a paid channel over time it's not
uncommon for us to be
improving a campaign 6 12 even 18 months
into management and still
extracting more profit from it so a paid
channel can actually exhibit a pretty
similar shape
to some organic channels but what you
will usually find with paid traffic
is that the point of roi happens soon
by the way if you've enjoyed this video
so far don't forget that the team here
at exposure ninja want to help you
improve your digital marketing roi we
have a free service called
a website and digital marketing review
where we will take a look at your
website the digital marketing that
you're doing
we'll even have a look at your google
analytics if you want as well
and we'll analyze what's working really
well for you what
really isn't working what's working for
your competitors that you might be
wanting to copy
we'll then put all of these
recommendations into a 15 minute video
which we'll send to you via email it's
completely free of charge and it's
totally awesome so request your free
website and marketing review from
exposureninja.com
today literally now go go do it right
now
you can pause the video go and request
your free website marketing review
then come back it takes you like 30
seconds to request a view
it'll be the best thing that you've ever
done okay so so far we've looked at how
to calculate roi how to calculate return
on ad spend
and how to compare the roi profiles of
different ad channels
different digital marketing channels to
work out where you should be focusing
your time
and energy but we're going to go a
little bit deeper not too much deeper
just a little bit but i want to help you
identify a
target metric and that target metric is
what's called your maximum
cost per acquisition or c
p i can't even spell cost per
acquisition
[Music]
or cpa max
so your cpa max is the most that you can
afford
to spend to get a lead or a sale
this is a really important metric to
understand because this is your
breakeven point with your digital
marketing
anytime you're running an ad channel
you're going to have the opportunity to
increase the budget
and usually as you increase the budget
you will eventually see
your return on investments start to tail
off as you reach saturation
with the ad audience that you're
targeting so how do you know when to
stop
increasing your ad budget well often you
want to stop increasing your budget when
your cpa
approaches maximum cpa so how do you
calculate this well you've got to find
your average order value or your average
sale value
and then you've got to multiply it by
your profit margin so let's say for
example that your average order value is
100 and your profit margin is 25
that tells us that you can afford to
spend 25
maximum per customer okay
now if you are a lead generation
business if your website is designed to
generate leads you want to multiply this
by your sales team's conversion rate
so if your sales team closes one in two
customers for example
then you'll need to multiply this by 50
so that's going to give you a maximum
cost per lead that you want to spend
of 12.50 now you're not going to have a
sales team for selling 100
products probably but if you did that's
the numbers
so this number is now the number that
you can plug into your pay-per-click
and it's your goal if you're starting a
new pay-per-click campaign to get your
cost per acquisition to that number as
quickly as possible that's your
break-even point
if you're scaling a pay-per-click
campaign you want to
stop increasing your budget when you
start hitting that
now not every company wants to run into
their maximum cost per acquisition
because this means it's
costing you as much to get the customer
as you're making from them so you're
breaking even on the sale now lots of
companies don't want to hit that number
you might want to hit that number if you
have repeat business from that customer
you may even want to go
over your maximum cost per acquisition
you might be happy to invest money
lose money on each customer knowing that
you're going to make it up in the back
end
but this is still a really important
metric because it shows you what that
breakeven point is in your ad campaign
okay so the final thing that we're going
to talk about is
attribution models i'm going to give you
an example let's say that i'm selling
cat teepees i have a couple of cat
teepees in this very room right now
and in one of them there is a cat
snoring rather loudly now my cat tp
digital marketing strategy is pretty
well advanced i'm running lots and lots
of different
channels you want to buy a cat tv don't
you i thought you look like a cat person
so what you do is you search google for
cat teepees
you see one of my ads and you click on
it you then come onto my website
but you don't decide to buy it then what
happens is you go browsing around the
internet and you happen to be in your
gmail account and you see a remarketing
ad from me saying oh
cat teepees you think ah there's cat
teepees
i did want to buy one of them but you
decide not to buy one
later on you're flicking through
instagram and you see one of my cat tp
retargeting ads yes i've followed you
because you've been on my website
and i say oh cat tps remember these
you're like oh yeah i still do need
those cat tp's you click on the ad
you come through to the website later on
you're scrolling through instagram and
you see one of our retargeting ads
showing you the cat tp's you're like oh
yeah i still do need one of those
you click on the ad and come back to the
website you're browsing around the site
you haven't bought yet now i show you a
pop-up which says oh get 10 off your cat
tp if you sign up for our email list
you're like yeah cool why not so you
stick in your email address
and you're now on our email database but
you decide not to buy the cat tp
right there and then you close the
window down and you go and do something
else
the next day i send you an email saying
hey notice that you've been on our
website here's your 10
discount code and here's our top selling
cat tp
you click on that email you go back to
the website and you purchase the cat tp
so my question for you where are you
listening which
channel do you attribute that sale to
remember you first came onto the website
through an ad
on google so do you say well that ad
brought that person into our world so
therefore
that pay-per-click channel deserves the
credit that's the thing that generated
the roi
or do you say well actually that sale
wouldn't have happened if there wasn't
the email marketing piece
right at the end that's the thing which
actually generated the sale
so actually that roi belongs to email
marketing
or do you say well all of the steps in
between are actually quite
important because without any of them
the sale wouldn't have happened
hmm welcome to the world of attribution
by the way it's a world that is
impossible to win at now there are loads
of different possible
attribution models out there the two
most popular are first click
i.e we attribute the sale to the
marketing channel that generated that
first click
in this example first click attribution
would credit the sale to that original
google ad
the other most popular model is last
click
attribution so in this case you would
attribute the sale to the thing that
generated the last click in this example
is the email marketing
now you're probably thinking well
neither of them seem 100
fair because it's not really fair to say
that the first that generated the sale
it's not really fair to say that the
last click exclusively generated the
sale
and you're absolutely right no
attribution model
that's out there is a hundred percent
water tight
any digital marketing campaign these
days has loads of different moving parts
loads of components
and the reality is that all of these
contribute to the sale
this is why it's so important to have a
multi-channel digital marketing approach
rather than just focusing on one
particular area unless you're selling
something which is incredibly easy to
understand
for example if you're a locksmith when
someone's outside their house and they
go on google and they search google for
locksmith
they're probably going to either call
you now or they're not going to call you
at all what's not going to happen
is they're going to be stood outside in
the pouring rain with their broken key
in the lock
being like now i'm not going to call
this locksmith now but later on while
they're watching tv
scrolling through facebook they're like
yeah go on and give this locksmith a
call for a quick chat
that doesn't really happen so for some
businesses attribution is easier than
others
but for most businesses attribution is
incredibly difficult
because it's never perfect so really
what you need to do with attribution is
pick
one model and stick with it but be aware
that all of the different marketing
channels are contributing to conversions
now paid traffic sources like google ads
and like facebook and instagram ads can
be really helpful here
because they show what's called view
through conversions vtcs
these are basically conversions that
have happened when
someone has seen those ads so they're
it's essentially these ad channels
taking credit for the sale even if they
didn't generate the last click
conversion
now of course they're doing this because
they want you to continue using these ad
channels but it all
is also really useful to see these view
through conversions to get a feel for
how impactful each of these different
stages is in the process
so we'll probably talk about attribution
a little bit more in another video but i
wanted to touch on it here because it is
an important consideration to make
and it's something that can muddy the
water slightly so we've covered
loads in this video we've covered some
really basic top-level metrics
like how to calculate overall marketing
roi then we've had a look at how to
calculate per channel roi
we've looked at different channel
specific metrics like return on ad spend
we've looked at the difference between
whether you're calculating roi for leads
or whether you're calculating roi for
e-commerce
and how to feed in the impact of a sales
team into
average lead value we've then spoken
about how to make decisions based on the
data that you're seeing so i'm going to
give you some
actionable steps that you can take away
and implement
right now your first challenge is to
work out what your per channel
roi is for the channels that you're
running at the moment
so if you're doing organic search if
you're doing paid search if you're doing
social
if you're doing email go into google
analytics have a look
google analytics uses last click at
contribution by default by the way
go into google analytics and have a look
and calculate the per
channel roi of each of the different
things that you're doing
now remember that any organic channel
takes time to build you're building
momentum
the same with paid channels as well but
with organic obviously that growth
period can be much longer
from there you're gonna have some
interesting insights you might feel that
actually
one of the channels that maybe didn't
look like it was performing as well
actually it's doing a lot better than
you thought it was
conversely you might be investing a lot
more in a channel that you thought was
doing really well but actually once you
work out the roi it's really not doing
anywhere near as well as you thought so
this is really useful
insight and this can help you make
logical rational decisions
which can help you scale up your digital
marketing profitably
without wasting spend i hope you've
enjoyed this video if you have
and you're new to the channel then
please consider subscribing we release
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if you like the video please also hit
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which is what we're all about we do love
organic growth and lastly let me know in
the comments how many mistakes did i
make what did you spot where are the
errors but what have you taken from this
and
were you surprised by any of your
digital marketing channel rois
until next week see you soon