Capturing Actual ROI

Online you can use clickstream data to track the impact certain web pages have on online sales. Capturing actual monetary values allows you to be much more specific about the return of an action. Discovering where sales happen, be they on or off your site, enables tracking of sales, providing instant insight into revenue. Further, capturing more granular data, such as information on products that are added to or removed from users’ carts but never purchased, allows you to track opportunities you may be missing out on by not improving your checkout process or other sections of your site. Understanding what roadblocks are preventing people from making purchases is critical to finding ways to enable more purchases to happen. That said, actual revenue is a great number to have access to, and most clickstream tools, such as Adobe SiteCatalyst and Google Analytics, have the ability to capture this data. Spending the time to set this up can result in valuable insights that can target revenue specifically. Your actual ROI will be captured as the revenue spent directly online or directly measurable to an action on your website. The ROI formula remains the same.

Source of Information : MASTERING SEARCH ANALYTICS MEASURING SEO, SEM AND SITE SEARCH