What is ROPO reporting?

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ROPO: Research online buy offline has plagued multichannel retailers for years. It’s when awareness and warm leads are generated online, but customers convert in-store.

There is another problem holding back many multichannel businesses: seeing their online store as “just another store” and, in many cases, store managers themselves considering the website a competitor.



Offline conversions are a huge blind spot for belarus number data marketers. It’s like someone else is taking credit for your work: Your online ads are definitely influencing shoppers who complete their purchases offline, but we can’t prove it. Or at least we can’t prove it – until now.

ROPO reporting (Research Online Purchase Offline) allows multichannel retailers to see how much in-store sales volume is impacted by online advertising. Facebook has led the way in this area of reporting, catching up with Google and scrambling to keep up. I know this well, because I work on Wolfgang’s PPC team and look enviously at our social team’s ROPO reporting capabilities. Working with DID, we’ve built a robust way to measure the offline value of both online PPC and SEO activity.

To create a ROPO report, multi-channel retailers need to have a digital touchpoint in the store. It’s not as complicated as it sounds and could be something like an e-receipt or warranty system where you email customers. It gives you the customer data you need to match offline conversions with your online advertising activity.