True CPO

Understanding the cost per order (cpo) is the basis for any Internet marketer. The cpo determines whether a campaign, category or product has a positive RoaS (return on ad spend). In spite of Google Analytics, only a few marketers have insight into the true CPO.

That's because all ad channels, including Google, benefit from assigning as many orders as possible to themselves. Many orders that are assigned to direct or organic channels, are also registered with affiliate & display networks. What is correct?

That depends on definitions, such as the lead time and the tracking method. But also the conversion attribution rules, including recency, frequency and affiliate rating. On what condition should an order be assigned to affiliates? Because all channels use different measuring tools, a lot of orders are registered multiple times and there is no insight into the actual cpo. How can you control your business without this insight?

Conversion Attribution settings are entered into Shop2market. Orders are being assigned to channels with the highest contribution. Based on this order assignment principle, Shop2market is the only party that can indepently provide insight in the true costs per order.