{"id":4809,"date":"2024-02-27T14:22:59","date_gmt":"2024-02-27T13:22:59","guid":{"rendered":"https:\/\/savvyrevenue.com\/real-time-dashboards\/"},"modified":"2024-05-01T18:53:47","modified_gmt":"2024-05-01T16:53:47","slug":"real-time-dashboards","status":"publish","type":"post","link":"https:\/\/savvyrevenue.com\/dk\/blog\/real-time-dashboards\/","title":{"rendered":"Undg\u00e5 data lag i Google Analytics med real time-dashboards"},"content":{"rendered":"<h2>Intro<\/h2>\n<p>GA4 afskaffede vores evne til at m\u00e5le performance p\u00e5 tv\u00e6rs af forskellige markedsf\u00f8ringskanaler i realtid. Dog er vi her partiske, eftersom det var n\u00e6sten umuligt at f\u00e5 et overblik over Meta Ads i Google Analytics.<\/p>\n<p>I dag er den mest almindelige l\u00f8sning at tage et kig p\u00e5 den samledeoms\u00e6tning og dagens omkostninger og derudfra h\u00e5be p\u00e5, at konverteringsraterne holder.<\/p>\n<p>Der er adskillige udfordringer forbundet med dette.<\/p>\n<p>\u00c9t af disse er, at n\u00e5r du har brug for adgang til data i realtid (i forbindelse med st\u00f8rre udsalgsperioder og lanceringen af nye produkter), kan du ikke n\u00f8dvendigvis regne med, at dine normale konverteringsrater holder. Dermed kan du risikere:<\/p>\n<ol>\n<li>At v\u00e6re for forsigtig og derfor g\u00e5 glip af potentiel oms\u00e6tning<\/li>\n<li>At investere for mange resourcer i den forkerte kampagne og derfor g\u00e5 glip af fortjeneste<\/li>\n<\/ol>\n<p>Ingen af disse muligheder lyder fordelagtige, n\u00e5r der er tale om vores st\u00f8rre oms\u00e6tningsdage (herunder Black Friday eller st\u00f8rre kampagner).<\/p>\n<p>For at l\u00f8se denne problemstilling har vi brugt det sidste \u00e5r p\u00e5 at gennemg\u00e5 adskillige potentielle platforme til real time dashboards, og jeg vil gerne dele vores resultater med dig samt gennemg\u00e5, hvordan vi i dag griber de fleste tilf\u00e6lde an.<\/p>\n<p>Men lad os starte ud med at tale om, hvorfor du kun sj\u00e6ldent b\u00f8r benytte dig af real time-dashboards.<\/p>\n<h2>Ulemperne ved real time-dashboards<\/h2>\n<p>Vi elsker alle at se data i realtid.<\/p>\n<p>Lige siden jeg begyndte at tjekke min oms\u00e6tning som affiliate hver time tilbage i 2009, har jeg v\u00e6ret besat af at holde mig opdateret p\u00e5 tal.<\/p>\n<p>Ud over den tid vi spilder p\u00e5 at tjekke tallene hver time, kan der v\u00e6re tale om en st\u00f8rre udfordring:<\/p>\n<p>Dataet kan f\u00e5 dig til at fokusere for meget p\u00e5 den daglige performance.<\/p>\n<p>Kunderejser er vigtige, og <strong>d\u00e9t, du bruger p\u00e5 markedsf\u00f8ring i dag svarer ikke til den oms\u00e6tning, du oplever i dag.<\/strong> Dataet p\u00e5virkes blandt andet af spill over-effekten, forsinket gevinst fra tidligere markedsf\u00f8ringsindsatser og oms\u00e6tning som resultat af mund-til-mund markedsf\u00f8ring, der ikke er forbundet med udgifter til annoncer.<\/p>\n<p>Foruden at udskyde den rapport, du egentlig b\u00f8r bruge din energi p\u00e5, er der derfor ikke nogen god grund til at tjekke realtidsdata p\u00e5 en vilk\u00e5rlig tirsdag i februar.<\/p>\n<p>Real-time dashboards er beregnet til brug p\u00e5 dine st\u00f8rre salgsdage for at hj\u00e6lpe dig med at:<\/p>\n<ul>\n<li>Investere mere i dine mest rentable kampagner\/annoncer\/n\u00f8gleord\/produkter<\/li>\n<li>Reducere udgifter p\u00e5 kampagner\/annoncer\/n\u00f8gleord\/produkter med lav performance<\/li>\n<\/ul>\n<p>N\u00e5r der ikke er tale om disse mere betydningsfulde dage, b\u00f8r du stole p\u00e5, at algoritmen ved, hvad den laver (du har alligevel ikke rigtig noget valg).<\/p>\n<p>Med alt dette p\u00e5 plads kan vi komme i gang.<\/p>\n<h2>Skr\u00e6ddersyet eller nich\u00e9 platform?<\/h2>\n<p>Ud over dashboards fra Looker (tidligere datastudio) fandt jeg ikke en komplet l\u00f8sning til eCommerce virksomheder p\u00e5 skr\u00e6ddersyede platforme \u2013 heller ikke hvis du bruger mindre popul\u00e6re platforme som PrestaShop, Shoporama, DanDomain eller lignende.<\/p>\n<p>Der er v\u00e6gt p\u00e5 Shopifys \u00f8kosystem, og det er her, du finder de bedste l\u00f8sninger til real time-dashboards.<\/p>\n<p>Er du ikke p\u00e5 Shopify, er den bedste l\u00f8sning i \u00f8jeblikket Reaktion.com. Du kan finde en beskrivelse af platformen l\u00e6ngere nede.<\/p>\n<h2>Betalte platforme er ikke d\u00e9t v\u00e6rd, medmindre du udnytter deres fulde potentiale<\/h2>\n<p>Jeg har gennemg\u00e5et og benyttet mig af alle platformene p\u00e5 denne liste, og hvis du ikke har planer om at bruge dem til mere end real-time dashboards, kan jeg med det samme fort\u00e6lle dig, at de ikke er d\u00e9t v\u00e6rd.<\/p>\n<p>Det er for mange penge at bruge p\u00e5 at f\u00e5 adgang til data i realtid de f\u00e5 gange i l\u00f8bet af et \u00e5r, du virkelig har brug for det.<\/p>\n<p>Her lyder dit modargument m\u00e5ske p\u00e5, at du dagligt gennemg\u00e5r tallene. Og hvis dette er tilf\u00e6ldet, henviser jeg igen til mine tidligere tanker omkring ulemperne ved at gennemg\u00e5 data i realtid, medmindre der er tale om en gennemgang af dine st\u00f8rre oms\u00e6tningsdage.<\/p>\n<p>N\u00e5r det er sagt, s\u00e5 kommer mange af platformene p\u00e5 denne liste med en r\u00e6kke funktioner, jeg personligt mener b\u00f8r benyttes af hver eneste eCommerce virksomhed:<\/p>\n<ul>\n<li>Dashboards med bidragsmargin (aka oms\u00e6tning)<\/li>\n<li>Dashboards med <a href=\"https:\/\/savvyrevenue.com\/dk\/blog\/blended-roas\/\">blended ROAS<\/a> (samlede oms\u00e6tning divideret med samlede markedsf\u00f8ringsomkostninger; ogs\u00e5 kaldet reklamekampagneafkast)<\/li>\n<li>Dashboards med nye versus tilbagevendende kunder<\/li>\n<li>Mere omfattende trackingsfunktioner<\/li>\n<\/ul>\n<p>Og flere endnu. S\u00e5 hvis du har planer om at benytte et af disse programmer til real-time dashboards, b\u00f8r du ogs\u00e5 tage et kig p\u00e5, hvordan de ellers kan udnyttes. Her kan det v\u00e6re, du opdager, at nogle er bedre til at im\u00f8dekomme dine behov for et real time dashboard end andre.<\/p>\n<h2><strong>7 <\/strong>forslag til<strong> real-time dashboards <\/strong>(b\u00e5de gratis og betalte)<strong>:<\/strong><\/h2>\n<h3><strong>Looker<\/strong>-d<strong>ashboards <\/strong>med<strong> BigQuery (Alle) &#8211; \u201c<\/strong>gratis<strong>\u201d<\/strong><\/h3>\n<ul>\n<li>En tand kompliceret at ops\u00e6tte, men der findes gode resourcer til at hj\u00e6lpe med at komme i gang<\/li>\n<li><a href=\"https:\/\/visionlabs.com\/resources\/realtime\/\">https:\/\/visionlabs.com\/resources\/realtime\/<\/a> er en god resource til at komme i gang eller f\u00e5 andre til at bygge et dashboard til dig<\/li>\n<\/ul>\n<p>Brugen af Looker-dashboards er ganske vidst lidt af en workaround, n\u00e5r det kommer til GA4 data. GA4 opbevarer nemlig dataet live, men vi har ikke mulighed for at tilg\u00e5 den andre steder end gennem plaformens forf\u00e6rdelige 24-timers lag.<\/p>\n<p>L\u00f8sningen er her at bruge BigQuery til at eksportere data fra GA4 i realtid. Dette lyder mere kompliceret, end det i virkeligheden er. Eller \u2013 det <em>er<\/em> kompliceret, men der findes adskillige services, vejledninger og skabeloner, der g\u00f8r det tilg\u00e6ngeligt for den almene bruger at implementere l\u00f8sningen.<\/p>\n<p>Vision Lab har offentliggjort en gratis skabelon og omfattende vejledninger p\u00e5 netop dette punkt: <a href=\"https:\/\/visionlabs.com\/resources\/realtime\/\">https:\/\/visionlabs.com\/resources\/realtime\/<\/a><\/p>\n<p>Du har her ogs\u00e5 muligheden for at betale dem for at g\u00f8re det for dig eller anmode om skr\u00e6ddersyede funktioner.<\/p>\n<p><strong>Fordele:<\/strong><\/p>\n<ul>\n<li>Det er n\u00e6sten gratis. Den eneste mindre udgift er i forbindelse med BigQuerys opbevaringsomkostninger, og de fleste er utroligt lave<\/li>\n<li>Let at ops\u00e6tte<\/li>\n<li>K\u00f8rer p\u00e5 eksisterende data, hvilket betyder, at du ikke beh\u00f8ver yderligere tracking<\/li>\n<\/ul>\n<p><strong>Krav:<\/strong><\/p>\n<ul>\n<li>Looker-konto<\/li>\n<li>BigQuery-konto<\/li>\n<li>GA4-konto<\/li>\n<li>Tilpasning af datapunkterne, eftersom skabelonen ikke inkluderer de n\u00f8jeagtige tal, der er relevante for dig<\/li>\n<\/ul>\n<h3>Reaktion.com (Alle) \u2014 $$<\/h3>\n<p>Reaktion.com var et af de eneste programmer (med undtagelse af Northbeam), jeg fandt, der kunne integreres med de fleste platforme for at f\u00e5 en samlet oversigt over oms\u00e6tningen:<\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/word-image-13590-1-1.png\" alt=\"Real Time dashboard fra Reaktion\" width=\"1999\" height=\"344\" \/><\/p>\n<p><a href=\"https:\/\/reaktion.com\/integrations\/\">Kilde<\/a><\/p>\n<p>Med b\u00e5de Shopify, WooCommerce og Magento2 er Reaktion det eneste program, der ikke kun har adgang til Shopify.<\/p>\n<p>Grunden til dette er, at det er en dansk virksomhed. Markedet for eCommerce platforme er langt mere udspredt i Europa sammenlignet med USA, hvor Shopify er den prim\u00e6re spiller p\u00e5 markedet.<\/p>\n<p>Reaktion er en plug-and-play platform. Dette betyder, at den let kan intergreres med din eCommerce platform med \u00e9t enkelt klik, hvorefter du kan forbinde dine forskellige markedsf\u00f8ringsplatforme.<\/p>\n<p>Dette lader dig f\u00e5 et overblik over dine data i realtid i f\u00f8lgende format:<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/word-image-13590-2-1.jpg\" alt=\"Kanalopdelt dashboard\" width=\"1600\" height=\"957\" \/><\/p>\n<h3>Shopifys markedsf\u00f8ringsdashboard (kun Shopify) \u2014 gratis (og $)<\/h3>\n<p><strong>Opsummering:<\/strong><\/p>\n<ul>\n<li>Ikke yderligere fancy og inkluderer ikke spend per markedsf\u00f8ringskanal (kan dog l\u00f8ses)<\/li>\n<li>Enhver kan eksportere den tilg\u00e6ngelige data til et Google Sheet et par gange om dagen og sammenligne med Shopify<\/li>\n<li>Benytter UTM-tracking<\/li>\n<li>Nogle apps (s\u00e5som <a href=\"https:\/\/apps.shopify.com\/trueprofit\">TrueProfit<\/a>) kan benyttes til at eksportere markedsf\u00f8ringsudgifter fra Google og Meta til Shopify for at kombinere disse to datapunkter\n<ul>\n<li>Dette udvider dataen til at omfatte oms\u00e6tning, bidragsmargin og mere<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>Jeg vidste faktisk ikke, dashboardet eksiterede. Jeg s\u00e5 et tweet fra Cody Plofker (CMO hos Jones Roades Beauty). Det var skjult som en del af Shopifys markedsf\u00f8ringsdashboard (og hvem g\u00e5r herind?), men du kan her f\u00e5 et overblik over markedsf\u00f8ringskanalernes performance i realtid direkte gennem Shopify.<\/p>\n<p>Her anvendes UTMs til tracking, s\u00e5 data over l\u00e6ngere perioder b\u00f8r betragtes med et gran salt. N\u00e5r det kommer til at gennemg\u00e5 <strong>performance p\u00e5 dagen<\/strong> for at tage stilling til, hvilke kampagner driver dagens salg, er det dog en virkelig god l\u00f8sning.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/word-image-13590-3-1.png\" alt=\"Real Time dashboard fra Shopify\" width=\"958\" height=\"376\" \/><\/p>\n<p>Udfordringen er her, at den ikke giver et overblik over annonceudgifter per kanal. Derfor er du n\u00f8dt til at foretage dig f\u00f8lgende for at se dit ROAS:<\/p>\n<ol>\n<li>Eksport\u00e9r tallene til et regneark og foretag lidt hovedregning (ikke ideelt, men overkommeligt for mindre eCommerce brands)<\/li>\n<li>Tilf\u00f8j en app (s\u00e5som <a href=\"https:\/\/apps.shopify.com\/trueprofit\">TrueProfit<\/a>), der kan eksportere b\u00e5de annonceudgifter og data fra markedsf\u00f8ringskanaler i Shopify til et simpelt dashboard, som du kan gennemg\u00e5 i realtid<\/li>\n<\/ol>\n<p>Har du en online virksomhed p\u00e5 Shopify og er p\u00e5 udkig efter data i realtid, s\u00e5 er dette den <strong>mest simple l\u00f8sning<\/strong>, jeg fandt p\u00e5 markedet.<\/p>\n<h3>TripleWhale (kun Shopify) \u2014 ($$)<\/h3>\n<ul>\n<li>Founders-dashboard er gratis<\/li>\n<li>Opdateres hvert 15. minut<\/li>\n<li>Inkluderer egen pixel tracking for at f\u00e5 data i realtid for hver markedsf\u00f8ringskanal<\/li>\n<li>Yderligere funktioner som influencer tracking, \u2018creative analytics\u2019 til annoncer og mere<\/li>\n<li>799 USD per m\u00e5ned for et eCommerce brand p\u00e5 5 mio. USD per \u00e5r<\/li>\n<\/ul>\n<p>TripleWhale er p\u00e5 mange m\u00e5der som Reaktion.com \u2014 det er en platform, der importere din oms\u00e6tning fra Shopify og alle dine markedsf\u00f8ringsudgifter.<\/p>\n<p>Den g\u00f8r naturligvis mere end dette, men til vores form\u00e5l er det mere eller mindre den mest v\u00e6sentlige funktion.<\/p>\n<p>Platformen har sin egen Pixel, hvilket betyder, at ligesom b\u00e5de Google Ads og Meta Ads har deres egne tracking-koder, har TripleWhale ogs\u00e5 en tracking-kode, du kan installere p\u00e5 din hjemmeside. Dette giver et mere n\u00f8jagtigt overblik over dine data, hurtigere end b\u00e5de Google og Meta er i stand til.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/word-image-13590-4-1.jpg\" alt=\"Real Time dashboard fra TripleWhale\" width=\"993\" height=\"593\" \/><\/p>\n<p>Supplerende forklaring til data i realtid:<\/p>\n<ul>\n<li>Den fremh\u00e6vede ROAS-liste er en liste, der er blevet eksporteret fra TripleWhales Pixel. De tidligere viste ROAS er d\u00e9m, b\u00e5de Google og Meta har vist indtil videre.<\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/word-image-13590-5.jpg\" alt=\"TripleWhale kanalopdelt dashboard\" width=\"1012\" height=\"504\" \/><\/p>\n<h3>Polar Analytics (kun Shopify) \u2014 fra 450 USD per m\u00e5ned<\/h3>\n<ul>\n<li>Planen med titlen \u2018Analyze &amp; Enrich\u2019 indeholder data i realtid<\/li>\n<li>Install\u00e9r Pixel for at f\u00e5 adgang til den mest aktuelle data<\/li>\n<li>Sammenlignet med TripleWhale og Reaktion tilbyder Polar Analytics flere tilpasningmuligheder<\/li>\n<li>705 USD per m\u00e5ned for et brand p\u00e5 5 mio. USD per \u00e5r med en AOV p\u00e5 100 USD<\/li>\n<li>1,575 USD per m\u00e5ned for et brand p\u00e5 5 mio. USD per \u00e5r med en AOV p\u00e5 50 USD\n<ul>\n<li>Polar Analytics opkr\u00e6ver betaling per ordre, hvorimod TW opkr\u00e6ver betaling baseret p\u00e5 oms\u00e6tning. Har du en lav AOV, er Polar Analytics det v\u00e6rste valg, n\u00e5r man ser p\u00e5 prisen, men kan v\u00e6re det mere fordelagtige valg, hvis du har en h\u00f8j AOV<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>Polar Analytics\u2019 dashboard er opsat i samme stil som dashboards fra Reaktion og TripleWhale.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/word-image-13590-6.jpg\" alt=\"Real Time dashboard fra Polar Analytics\" width=\"912\" height=\"444\" \/><\/p>\n<p>D\u00e9t, der is\u00e6r fangede min opm\u00e6rksomhed ved Polar Analytics, var, at platformen har langt flere muligheder i forhold til tilpasning. Selv i deres demos har de inkluderet adskillige KPI-ops\u00e6tninger fra forskellige personer (Nik Sharma, Moiz Ali og bureauer).<\/p>\n<p>Hvis du har f\u00f8lt dig fastl\u00e5st af den m\u00e5de, hvorp\u00e5 andre platforme fremviser dine data og \u00f8nsker at tilf\u00f8je mere v\u00e6rdi til kontrolrummet, kan Polar Analytics v\u00e6re det bedste valg til dine behov.<\/p>\n<p>Personligt nyder jeg godt af de KPIs, TripleWhale viser mig, og jeg er under den opfattelse, at enhver bruger, der ikke har meget erfaring inden for dette omr\u00e5de, nemt kan blive overv\u00e6ldet af antallet af muligheder, frem for at f\u00e5 gavn af dem.<\/p>\n<p>N\u00e5r alt kommer til alt, er der tale om eCommerce. Vi tracker 90% af de samme parametre, s\u00e5 muligheden for at tilf\u00f8je for mange sekund\u00e6re parametre til dit dashboard skaber ofte mere forvirring end afklaring.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/word-image-13590-7.jpg\" alt=\"Blended Performance dashboard\" width=\"1089\" height=\"523\" \/><\/p>\n<p><img decoding=\"async\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/word-image-13590-8.jpg\" \/><\/p>\n<p>Et af mine kritikpunkter til Polar Analytics har altid omhandlet deres \u201cOptimization Insights\u201d-side:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/word-image-13590-9.jpg\" alt=\"Optimeringsindsigter fra Polar Analytics\" width=\"1074\" height=\"619\" \/><\/p>\n<p>Dette er i bund og grund en oversigt over kampagner med de laveste ROAS og h\u00f8jeste kampagneudgifter, som man b\u00f8r \u201cholde \u00f8je med.\u201d Det samme g\u00e6lder for platformens oversigt med navnet \u2018campaigns to expand\u2019 (kampagner til udvidelse).<\/p>\n<p>Udfordringen er, at de udf\u00f8res uden mulighed for at gruppere kampagner.<\/p>\n<p>S\u00e5 b\u00e5de dine branded- og remarketing-kampagner vil v\u00e6re synlige under \u2018kampagner til udvidelse\u2019 \u2014 duh.<\/p>\n<p>Og dine \u2018top funnel\u2019-kampagner vil altid findes p\u00e5 platformens \u2018overv\u00e5gningsliste\u2019.<\/p>\n<p>Hvis vi nu var i stand til at gruppere kampagne, gemme filtre eller s\u00e6tte m\u00e5l p\u00e5 kampagneniveau, ville denne type af oversigt give os hurtig adgang til de kampagner, der lige nu bruger penge uden for vores m\u00e5l.<\/p>\n<p>Men en liste, der blot giver os en oversigt over kampagner med h\u00f8je versus lave ROAS er ikke en hj\u00e6lp.<\/p>\n<h3>Northbeam \u2014 1.000 USD &#8211; 2.500 USD per m\u00e5ned<\/h3>\n<ul>\n<li>Til st\u00f8rre brands &#8211; mindst 10 mio. USD i \u00e5rlige oms\u00e6tning (efter min mening)<\/li>\n<li>1.000 per m\u00e5ned = opdateres hver 4. time<\/li>\n<li>2.500 per m\u00e5ned = mulighed for opdateringer inden for en time<\/li>\n<\/ul>\n<p>Northbeam befinder sig i en kategori ulig andre platforme p\u00e5 listen. De er g\u00e5et all-in i forhold til at skabe en multi-touch attribution, du kan regne med.<\/p>\n<p>I en verden hvor du har forskellige platforme, der alle benytter forskellige m\u00e5lingsteknikker, kan det v\u00e6re rart at have \u00e9t sted, der samler al din data p\u00e5 en overskuelige m\u00e5de.<\/p>\n<p>Jeg har k\u00f8rt kampagner med Northbeam, og den ting, jeg is\u00e6r godt kan lide fra deres model, er, at trackingen generelt er mere n\u00f8jagtig end andre multi-touch attribution programmer p\u00e5 markedet.<\/p>\n<p>Platformen er ikke perfekt, men det er der ingen attribution-v\u00e6rkt\u00f8jer, der er.<\/p>\n<p>Det er dog en dyr l\u00f8sning til et real-time dashboard, men du st\u00e5r til geng\u00e6ld med nogle af de bedste tracking-metoder p\u00e5 markedet. Hvis du er p\u00e5 udkig efter et sted, du kan kalde for din <strong>\u2018ene sandhedskilde\u2019<\/strong>, er Northbeam blevet kronet som <strong>den bedste l\u00f8sning<\/strong> af nogle af de st\u00f8rste eCommerce brands derude.<\/p>\n<p>Min eneste indvending mod Northbeam er, at jeg synes, den er langsom til at loade. N\u00e5r du eksperimenterer med forskellige parametre, dataomr\u00e5der og gennemg\u00e5r forskellige kanaler, vil du oftest gerne opleve, at platformen er hurtigt til at loade. Det er Northbeam ikke.<\/p>\n<p>Den er ikke super langsom, og jeg tvivler p\u00e5, du bider m\u00e6rke i det, hvis du bare tager et hurtigt kig p\u00e5 dagen, men hvis du bruger tid p\u00e5 at lege med data, vil du helt sikkert l\u00e6gge m\u00e6rke til det.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/word-image-13590-10.png\" alt=\"Real Time dashboard fra NorthBeam\" width=\"1419\" height=\"520\" \/><\/p>\n<h2>Det nemme alternativ: Blended ROAS<\/h2>\n<p>Som et bureau er vi n\u00f8dt til at v\u00e6re en smule fleksible. Vores anbefalinger til eCommerce virksomheder kan se meget anderledes ud end vores virkelighed.<\/p>\n<p>N\u00e5r vi arbejder p\u00e5 tv\u00e6rs af lande, kan vi se, at ikke alle driver deres eCommerce virksomhed gennem Shopify, og som listen ovenfor antyder, er der forholdsvis begr\u00e6nsede muligheder, n\u00e5r det kommer til real time-dashboard uden for denne platform.<\/p>\n<p>D\u00e9t, vi hos SavvyRevenue g\u00f8r for kunder uden mulighed for at f\u00e5 data i realtid, er som f\u00f8lger:<\/p>\n<p>Opret et regneark med:<\/p>\n<ul>\n<li>Oms\u00e6tning fra backend<\/li>\n<li>Udgifter fra st\u00f8rre kanaler (oftest bare Google og Meta Ads)<\/li>\n<li>Opret formulaer, der viser blended ROAS, b\u00e5de samlet og per kanal<\/li>\n<\/ul>\n<p>Det ser s\u00e5ledes ud:<\/p>\n<p><strong>Per dag:<\/strong><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/word-image-13590-11.jpg\" alt=\"Eksempel p\u00e5 Blended ROAS som alternativ til Real Time dashboard pr. dag\" width=\"804\" height=\"749\" \/><\/p>\n<p><strong>Per 6-timers interval:<\/strong><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/word-image-13590-12.jpg\" alt=\"Eksempel p\u00e5 Blended ROAS som alternativ til Real Time dashboard pr. 6. time\" width=\"803\" height=\"745\" \/><\/p>\n<p>Her er der tale om <strong>manuel indtastning af data<\/strong>. Du kan importere data automatisk ved brug af DataSlayer eller SuperMetrics, men det kan v\u00e6re tidskr\u00e6vende at f\u00e5 den rette ops\u00e6tning, medmindre du er en erfaren bruger af disse v\u00e6rkt\u00f8jer.<\/p>\n<p>Her er et eksempel p\u00e5 et ark, hvor data importeres hver time via DataSlayer:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/savvyrevenue.com\/wp-content\/uploads\/2024\/05\/word-image-13590-13.png\" alt=\"Eksempel p\u00e5 realtid data med Dataslayer\" width=\"2048\" height=\"1105\" \/><\/p>\n<p>At oprette et Google Sheet, hvor du manuelt indtaster din prim\u00e6re data er en simpel l\u00f8sning p\u00e5 d\u00e9t, vi engang importerede fra Universal Analytics.<\/p>\n<p>Der er ikke tale om en avanceret algoritme men den lader os:<\/p>\n<ul>\n<li>V\u00e6lge et samlet blended ROAS-m\u00e5l (%)\n<ul>\n<li>Annonceudgifter versus samlede udgifter i alt<\/li>\n<\/ul>\n<\/li>\n<li>S\u00e6tte et \u201cbackend ROAS\u201d-m\u00e5l per kanal (%)\n<ul>\n<li>Annonceudgifter per kanal versus samlede udgifter<\/li>\n<\/ul>\n<\/li>\n<li>Arbejde p\u00e5 tv\u00e6rs af Meta Ads og Google Ads uden at skulle administrere begge kanaler\n<ul>\n<li>Det er en god m\u00e5de at modvirke, at Meta Ads- eller Google Ads-managere hver is\u00e6r siger: &#8220;Vi g\u00f8r det godt, men jeg ved ikke, hvor mange udgifter der g\u00e5r til den anden kanal, s\u00e5 jeg kan ikke \u00f8ge dem her.&#8221;<\/li>\n<\/ul>\n<\/li>\n<li>Sammenligne det samlede budget med den samlede indtjening fra backend og bruge resultatet som vores North Star-metrik for at se, om vi er p\u00e5 rette vej.<\/li>\n<\/ul>\n<h2>Se en videogennemgang<\/h2>\n<div class=\"ast-oembed-container \" style=\"height: 100%;\"><iframe title=\"Real-time Manual Dashboard Walkthrough for Ecommerce Stores During Sales\" width=\"500\" height=\"375\" data-category-consent=\"cookie_cat_marketing\" src=\"about:blank\" data-consent-src=\"https:\/\/www.youtube-nocookie.com\/embed\/0F5anK3KgZk?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/div>\n<p>Ved at inddrage b\u00e5de dagens spend og oms\u00e6tning kan vi se, om vi<strong> samlet set n\u00e5r vores blended ROAS-m\u00e5l<\/strong>.<\/p>\n<p>Baseret p\u00e5, om vi er i m\u00e5l eller ej, kan vi tr\u00e6ffe forskellige beslutninger:<\/p>\n<ul>\n<li>Vi overskrider m\u00e5lene = \u00d8g budgetterne<\/li>\n<li>I m\u00e5l = Hold kursen<\/li>\n<li>Ikke i m\u00e5l = S\u00e6nk spend (eller v\u00e6r ekstra forsigtig)<\/li>\n<\/ul>\n<p>Hvis det er f\u00f8rste gang, vi k\u00f8rer et salg med denne ops\u00e6tning, vil vi normalt v\u00e6re forsigtige og overv\u00e5ge fordelingen af udgifter p\u00e5 tv\u00e6rs af kanalerne.<\/p>\n<p>Men n\u00e5r vi har gjort det et par gange, begynder vi at f\u00e5 erfaringer som:<\/p>\n<ul>\n<li>Hvad skal vores blended ROAS v\u00e6re for henholdsvis Meta Ads og for Google Ads?\n<ul>\n<li>Det giver os mulighed for at \u00f8ge indsatsen p\u00e5 begge kanaler, hvis vi overskrider vores m\u00e5l.<\/li>\n<\/ul>\n<\/li>\n<li>Anmod kunden om et st\u00f8rre budget\n<ul>\n<li>Normalt har vi vores m\u00e5lbudget og et fast reservebudget, som vi kan tr\u00e6kke p\u00e5, hvis vi overskrider vores m\u00e5l for blended ROAS.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>Et par forbehold:<\/p>\n<ul>\n<li>Hvis Meta eller Google pludselig performer v\u00e6sentligt d\u00e5rligere end normalt, kan du ikke stole p\u00e5 den s\u00e6dvanlige fordeling af udgifter.\n<ul>\n<li>Brug kanaldataene til at bekr\u00e6fte, hvad du har bidt m\u00e6rke i.<\/li>\n<li>Dvs. hvis fredag ser godt ud i forhold til vores samlede blended ROAS, s\u00e5 gennemg\u00e5 kanaldata for fredagen om l\u00f8rdagen, n\u00e5r der er mere data til r\u00e5dighed, for at bekr\u00e6fte, hvad du oplever.<\/li>\n<\/ul>\n<\/li>\n<li>Hvis du introducerer en ny kanal (f.eks. TV eller \u00f8ger antallet af e-mails), skal du s\u00f8rge for at revidere dit blended ROAS-m\u00e5l.<\/li>\n<\/ul>\n<p><a href=\"https:\/\/docs.google.com\/spreadsheets\/d\/1GfGLqky_oSgyiJHcIQ8fq8zu4QBUoyMcOFsJMDa_0Ts\/copy\"><strong>Download en kopi af dashboardet her<\/strong><\/a><\/p>\n<p><strong>Vil du have flere af denne slags tactics, s\u00e5 tilmeld dig vores ugentlige nyhedsbrev, <em>Savvy Tactics<\/em><\/strong>, hvor du hver uge f\u00e5r en en <em>tactic<\/em> fra en af vores specialister, der aktivt arbejder med konti hver dag.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Intro GA4 afskaffede vores evne til at m\u00e5le performance p\u00e5 tv\u00e6rs af forskellige markedsf\u00f8ringskanaler i realtid. Dog er vi her partiske, eftersom det var n\u00e6sten umuligt at f\u00e5 et overblik over Meta Ads i Google Analytics. I dag er den mest almindelige l\u00f8sning at tage et kig p\u00e5 den samledeoms\u00e6tning og dagens omkostninger og derudfra [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":4832,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center 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