This article describes the developed tool for creating a report on the effectiveness of sales channels for the hierarchical structure of sales channels. The developed model for the report on sales channels takes into account the type of source, the criterion for the freeness of the sales channel, the source of traffic and the source of customers themselves. The ROI is estimated and customer conversion activity data is tracked. The article also describes the results of the implementation of the model and its use.

Keywords: sales channel, meta-information, contextual advertising, call tracking, ROI, Google AdWords, Yandex.Direct

This paper describes the problems of identifying effective sales channels for services working with a call center. The solution is presented in the form of a multi-level model of sales channels that works with call tracking with a limited number of phone numbers. This approach can be applied in services of small and medium-sized businesses, which cannot afford a large number of phone numbers for call tracking.

Keywords: sales channel, contextual advertising, call tracking, call center, marketing, Yandex Direct, Google AdWords