Exclude product feed exports with ROI Strategy

Exclude product feed exports with ROI Strategy in Productsup.

Introduction

ROI (Return on Investment) Strategy is a Productsup feature that allows you to optimize your product data feed using performance tracking data and KPI metrics. Use ROI Strategy to define rules that exclude the worst-performing products or whitelist the best-performing products for each export channel.

Requirements:

  1. Activate tracking, either pixel tracking or redirect tracking. See Tracking.

  2. Implement the correct conversion tracking found in Tracking pixels.

  3. Configure the time range by going to Tracking from the site's main menu. From the Settings tab, select Time Range for ROI Management and choose a time range of 7, 14, 30, or 90 days. Only one (1) time range can be defined per site.

  4. Receive tracking data feeds. See Tracking.

For each export, in Data Sources, you can add data feeds and set up extra tracking data. When you activate tracking for a specific export(s), the platform automatically creates tracking data source feeds when tracking information is available for that specific export. You can also use it to edit rules for an export. Before exporting it, the platform checks each item to see if they meet the criteria for any rule and only exports the best-performing items. The following is an example of tracking data feeds in Data Sources:

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Rules

ROI Strategy uses rules to exclude poor-performing or to whitelist good-performing items that increase ROI.

A rule determines the criteria for excluding or whitelisting an item, for example:

if CPO is more than 10€

A rule can contain multiple conditions, for example:

if tracking clicks are more than 200 AND if orders are less than 5

Rule setup criteria

The following options are available to create a rule for a specific export channel:

  • Static import feed data, supplied from the import feed: title, size, gender, category, etc.

  • Tracking data from the export itself: clicks, orders, costs, CPO, etc.

  • Tracking data from another export channel: if there is not enough data for this channel, use the data from a similar export channel, such as Bing/Google Product Listing Ads (PLA), Critéo/Sociomantic, shopping.com/Nextag, etc.

Exclude data feed from import stage

Use a Skip Row box in Data View to exclude imported products from specific categories or product IDs.

Static import data feed helps ROI management

Static import data feed allows you to combine conditions and create rules for a specific group of items, as products don't always have the same price and margin. High-margin products can have looser rules than low-margin products. This allows you to customize and optimize your data feed.

Add rules

roi_conditions.png
  1. Select ROI Strategy from the main menu.

  2. Choose the Export Strategy that you want to add rules to using the drop-down list at the top-left. You can find all channels added to the Export Strategies and Export A/B Strategies in the Exports A/B section.

  3. Next, select Add Rule. Select your first condition and fill in the desired criteria. To add an additional condition for this rule, select Add within the rule field. You can refer to several conditions within a rule as and-conditions.

  4. Choose to exclude the product from a feed or whitelist it in the Perform the action section.

  5. Select Save.

You can delete rules by selecting the delete button. Then select Save.

For example, the previous image shows two rules. They both act as or-conditions between each other. This means a product has to meet the requirements of the first or second rule before you can exclude them from the selected channel. See examples of the following rules:

The first rule includes two conditions:

price > 100

sale_price < 50

The second rule includes only one condition:

tax > 5

Both rules work independently of each other. The platform excludes the affected products for selected channels based on one or more rules. If you only use static import data feed criteria, for example, category = Fashion, the platform excludes all affected products until you delete their rules.

Prioritize ROI rules

Each rule allows you to add a priority in the Priority field. This correlates to the prioritization feature described in the Exclude items from export feeds document. You can enter negative and positive numeric values. If the platform excludes an item based on multiple ROI and exclusion rules, the rule with the highest priority is responsible for excluding the items.

This allows you to set the ROI rule priority higher than a Whitelist. If you don't enter a priority, a Whitelist always ranks higher than a Blacklist, Skip Box, and ROI Strategy rules.

A rule’s priority is shown in the ___bidding_pause column in Data View.

Identify paused products

In ROI Strategy, the bidding_pause column contains a link to the rule in ROI Strategy for the affected/paused products. You can see the bidding_pause column in Data View and Datasources when the platform skips a product. The link also displays the rule that is responsible for excluding a product.

After export, you can see the number of affected products by selecting the Notifications bell:

notifications.png