B2B E-Commerce: Six Common Return-on-Ad-Spend Measurement Mistakes

Most B2B e-commerce businesses rely on advertising to bring customers. To navigate advertising waters successfully, marketers should set up end-to-end attribution and track all sales, both online and offline. They might also need to change cookie lengths to 90 days, give credit to Marketing for all offline purchases, and focus on multifunnel purchases.

Common mistakes include not setting up end-to-end attribution, incorrect cookie lengths, double- or triple-dipping revenue, blaming poor sales on Marketing, and not giving Marketing credit for offline sales. Focusing on last-click attribution only hampers ROAS measurement and marketers risk under-investing or over-investing in different ways of advertising.

Technology gives e-commerce businesses the opportunity to measure ROAS and improve campaigns, but also increases the likelihood of costly mistakes. B2B marketers should read more resources to learn how to meet buyers' e-commerce expectations, improve the B2B e-commerce experience, and tackle B2B e-commerce without Amazon.