What is ROPO reporting?
Posted: Thu Feb 13, 2025 8:59 am
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.
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.