& CPIV BenchmarksCalculate ROI
When it comes to digital marketing, the most important KPI for retailers is incremental visits to their point of sale. These are visits calculated using the Exposed/Non-Exposed methodology to ensure advertisers are only paying for visitors that are directly attributed to their campaign and not organic visitors or those influenced by other media. The Cost Per Incremental Visit KPI is the new standard to measure the true impact of drive-to-store campaigns. However, until now, there was limited data available to provide CPIV benchmarks to marketers.
S4M has created the world’s first Cost Per Incremental Visit benchmarks of seven industries. After analyzing millions of ad impressions and store visits that occurred between January and July of 2018, S4M established average CPIV benchmarks. Are advertisers receiving a solid return on their investment when paying for in-store traffic? Before this study, the answer was unclear.
The study makes it clear that the price of an incremental visit to a store is directly correlated to the average purchase value of the industry as well as the frequency of purchase. For instance, we now know that the average CPIV for an industry with a high purchase frequency and a low average purchase value, such as a fast food chain, is only $3. However, on the other end of the spectrum, the automotive industry has an average CPIV of $75 and one of the lowest purchase frequencies.
S4M exclusive ROI Calculator uses the CPIV study’s data to allow marketers to estimate the potential return on investment of a drive-to-store campaign. Simply enter your contact details and your campaign’s parameters and our tool will automatically estimate your projected in-store revenue and your return on investment.