There was a dramatic increase in traffic for online retailers compared to pre-Covid levels in the last week, as stores remained shut and consumers enjoyed some retail therapy online.
New data compiled by digital agency Wolfgang Digital found that between May 4 and 10, internet traffic rose by 60%, and online revenues were up 162%.
There have been further positive movements in both costs (CPC) and profitability (ROAS) for online advertisers.
Facebook’s Return On Adspend increased by 62% in March and a massive 152% in April on February’s base figure.
Google Ads ROAS was up 82% in March and a massive 214% in April, more than trebling February’s base.
“Decreasing Cost Per Clicks coupled with increasing average revenue per clicks had a multiplier effect on profitability measured by Return On Adspend (ROAS),” said Alan Coleman, CEO of Wolfgang Digital. “With both costs trending downwards and profitability trending upwards, there are opportunities abound for those retailers who are now in a position to invest.”
Unsurprisingly, last week’s Travel traffic was down 78% on pre-Covid levels. Last week’s online Travel revenue was down by 97% of the pre-Covid weekly average, as restrictions movement prevent people from going very far.
The data is based on an analysis of over 62 million website sessions and over €233 million in online revenue over the past 14 weeks.
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