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Chapter 15. ROI Tracking Tips > Double-Check Your ROI Reports

Double-Check Your ROI Reports

This recommendation is primarily for marketers who use a third-party solution, or several, plus their own internal sales data. One agency I worked for ran both external and internal reporting systems for paid listings. When our data showed a 30% discrepancy in orders from what the third-party vendor was reporting, we knew there was a problem. This story points out a sad reality: Data from different reporting systems almost never matches. I've experienced this when comparing search engine click-through reports to web traffic analytics reports, and even two web analytics reports from competing vendors.

What's an acceptable reporting discrepancy number? A couple of industry experts agree that up to a 10% discrepancy is normal. That's probably because on the web, tools count in myriad ways, and don't count or double count site visitors and associated sales.


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