Use Calculated Metrics to Gain Insight
Calculated Metrics are huge when it comes to using Data Sources. You will definitely want to use Calculated Metrics to compare online and offline numbers and to see your complete conversion percentages.

For example, before you use Data Sources, but after using Campaign Management to tack your marketing efforts, you have a Tracking Code report that can show you how many click-throughs each link (email, keywords, banners, etc.) received.

In fact, you can also see how much success came from each Tracking Code, (if you include Orders as a metrics). We could also add other metrics to this report, including Revenue, Units, Checkouts or custom success metrics like Registrations. Well, even though we know the revenue from each tracking code, we don’t know how much we paid for it, and so we don’t know if it was worth it to bid for the keyword.

However, we can use Data Sources to remedy the situation. After walking through the Data Sources wizard, we will have a template that we can fill in and upload.

This file contains Impression and Cost data for each of our tracking codes, or ads, that are being delivered by our ad serving partner. After uploading this file, we will now have the Impressions and Cost metrics available for out Tracking Code report. And here comes the big payoff ... Using Calculated Metrics, we can see our ROAS, or Return on Ad Spend, so that we can see if each ad was worth it.

We have created a Calculated Metrics called “Sales Ratio” (which is the same as ROAS) to see what our Revenue for each ad was compared to the Cost of that ad for ANY time period. This is very powerful stuff.

Gain A Holistic View Of You Conversion Path
The previous example could also illustrate the value of our holistic view of our conversion path. We want to know how much we paid for something, and what we got from the return on it. This is very common with Campaigns, since all of the “paying” part happens before the visitor gets to you Web site and starts being tracked with Site Catalyst. The bottom line is if you have a holistic view of your conversion path, you have a holistic view of your business.

Compare Online Success With Offline Success
To compare online and offline successes, a product example works to illustrate the point. If we have a call center that sells our products, we might want to upload the numbers from the call center and compare them with our online numbers for each product and product group (Classification). After going through the Data Source wizard, we will fill out the template. After filling in the template, and uploading to the FTP location given by the Data Sources wizard, we have new numbers to include in our Product report. Now we can compare our offline orders (call center orders) to our regular online orders (renamed here from “orders” to “online orders” for clarity) and see the totals and percentages of the totals.

Before uploading a Data Source in the format that we have shown in the examples, you must first walk through a wizard that “activates” the Data Source. This wizard creates and configures an FTP location where you can upload the Data Source file, and also gives you a template that you can download and fill in.

Walking through the Data Source wizard is relatively straightforward, but there are a few things that will be helpful to understand as you walk through. Let’s discuss.

After clicking to the Data Source page, you will need to select a Category and Type of Data Source that you are activating. Most of the time, the data that is being imported will be Commerce data, or data that will be helping you understand conversions on your site. However, you mat also want to import traffic data. You have both options by choosing the right category and type.