Friday, July 13, 2012 | 9:37 AM
The following post originally appeared on the Google Mobile Ads Blog.
Google: How are you helping your clients to assign dollar values to mobile all along the funnel?
Kerri: This really depends on the client. In most cases, clients are assigning value based on a number of factors used to determine the lifetime value of a customer. For example, one of our brands assigns an average order value (AOV) on app downloads based on the usage they’ve seen through analytics and resulting revenue from their aggregated app users. For another brand, call extensions have proven very effective, though it’s been difficult to track conversions and resulting revenue as the consumer is taken offline. Therefore, we use an equation that allows us to measure the likelihood of an actual conversion. Knowing the average call duration, which indicates level of interest, and the agent conversion rate, the brand helped to formulate the following equation: