Using Cross Channel Attribution to Maximize ROI

Challenge

Monro, Inc., a leading auto service and tire provider with over 1,200 stores, uses multiple marketing channels to promote its core services including tires, brakes, oil changes, and alignments. With a finite budget, it’s important to track ROI very carefully in order to spend dollars that provide the highest rates of return. Even within specific channels, there is a desire to determine which creative, offers, audiences, and services perform best.

Solution

By linking up the Google Ads account with all of the individual stores’ GMB listings, Mason Digital was able to track “store visits.” This is a relatively new data point that tracks a user’s physical location (using their smartphone) and determines when they’ve entered into a store. Google is then able to attribute each customer back to specific ads if they previously interacted on their phones or any other device. We then used the average revenue for each service and were able to calculate an ROI down to specific campaigns and ad groups.

Using the online to offline attribution was key in calculating the cost per store visit. This number gave us a baseline for determining budgets by channels based on various methodologies. However, we decided to dig deeper to provide a true ROI analysis. We worked closely with the internal operations team to understand the value of customers who received different services. Using data pulled from the POS system we were able to determine average revenue and found that this number varied widely for different services. This next step gave us the ability to measure ROI both as a percentage as well as by estimated revenue in total dollars.