FAQ - Traffic Cost Tracking

Guru's Traffic Cost Tracking allows you to record the values invested in acquisition campaigns and link them to your tracking links (P.P.C.T.), enabling the automatic calculation of metrics such as ROI, CPC, and CPL, according to the type of tracking analyzed (Lead P.P.C.T. or Sales P.P.C.T.).

In this FAQ, you will find answers on how to locate tracking, record investments, integrate ad platforms, and analyze the metrics generated from traffic costs.

On this page:

• Concepts and management of traffic cost tracking

• Traffic cost management and records

• Integration with ad platforms

• Performance analysis

Concepts and management of Traffic Cost Tracking

Understand Guru's Traffic Cost Tracking , its objective, and how campaign costs connect to tracking links (P.P.C.T.) to enable performance analysis of acquisition strategies.

- What is Guru's Traffic Cost Tracking and what is it for?

Guru's Traffic Cost Tracking allows you to record the costs generated by your ad campaigns and link them to your tracking links (P.P.C.T.).

This makes it possible to cross-reference investment data with clicks, leads, and sales, automatically calculating performance metrics displayed according to the type of tracking analyzed, which can refer to Lead P.P.C.T.s or Sales P.P.C.T.s.

In practice, traffic cost tracking offers:

• Cost attribution: the value invested in ads is linked to the tracking links configured in Guru (Sales P.P.C.T. or Lead P.P.C.T.);

• METRIC calculation: from this data cross-referencing, the platform automatically calculates performance indicators, such as Cost Per Sale (CPS) and Cost Per Lead (CPL);

• Automatic cost import: you can also integrate ad platforms - when the ad URL contains a valid P.P.C.T. link, Guru imports the costs via API and automatically associates them with the corresponding tracking.

- Why does traffic cost need to be linked to a tracking link (P.P.C.T.)?

Traffic cost needs to be linked to a tracking link (P.P.C.T.) so that Guru can relate the value invested in campaigns to the results generated.

This association is essential for the automatic calculation of metrics, campaign performance analysis, and correct data distribution in dashboards - by identifying the P.P.C.T. in the ad URL, Guru can attribute costs to the correct tracking and display them in the platform's reports and dashboards .

What happens if the cost is not linked to an P.P.C.T.?

If the ad URL does not contain the P.P.C.T. link or if the source platform hides this information, costs imported from an ad platform cannot be associated with a specific tracking and are classified as untracked.

In this case, the values can still be considered in the calculation of the overall business ROI, but it will not be possible to analyze campaign performance in detail or precisely identify the origin of the results.

- What types of tracking are displayed in traffic cost tracking?

In traffic cost tracking , Sales P.P.C.T.s and Lead P.P.C.T.s. Are displayed. To view the desired tracking type, you can filter the Traffic Cost tracking search by type to view only sales tracking, lead tracking, or both.

Traffic cost management and records

Learn how to locate tracking, apply filters, and record the value invested in campaigns so that the data can be used in the platform's reports and dashboards.

- How to filter traffic cost tracking?

you can refine your search by information such as period, tracking type, and traffic source.

To view specific tracking in Traffic Cost, in the Guru admin, access the side menu, click on P.P.C.T. and then Traffic Cost. In the upper right corner, click on Filters.

- How to enter Investment in traffic cost tracking and why?

By recording the investment in traffic cost tracking, you allow Guru to relate the amount spent on ads to the results generated by your tracking links (Sales P.P.C.T.s or Lead P.P.C.T.s). FROM this data cross-referencing, the platform automatically calculates performance metrics for lead tracking or sales tracking.

Investment recording can be done in two ways:

1. Automatic import (integration)

You can connect your ad platform accounts directly to Guru. When the ad's destination URL contains a valid P.P.C.T. link , the platform imports the costs via API and automatically attributes them to the corresponding tracking.

2. Manual entry

a. If you use a traffic source that does not have automatic integration with Guru, you can record the investment manually. To do this, you must access the Guru admin and, in the side menu, access P.P.C.T. and Traffic Cost. Then, click on Filters in the upper right corner to locate the desired lead or sales tracking;

b. In the Investmentcolumn, enter the total amount spent on the day for that P.P.C.T. link; and

c. After recording the investment, Guru considers this data when calculating metrics and in performance analysis dashboards.

Integration with ad platforms

Understand how automatic cost import works through integrations with media platforms and how this data can be combined with manual entries, when necessary.

- Which ad platforms can be integrated to automatically import costs?

Guru has native integration with several advertiser platforms that allow the automatic import of traffic costs.

To perform an integration, in the Guru admin, you must access the side menu and then Settings. GO to the Integrations section and click on the Advertisers. Tab. You will be able to view the available integrations and configure them.

By connecting your accounts and performing the integration, Guru's system starts communicating via API with the platform, which periodically imports the invested values.

Performance analysis

See how recorded costs are used by Guru to calculate performance indicators and analyze the profitability of traffic campaigns.

- Is the informed investment considered in the ROI calculation?

Yes. The investment informed in traffic cost tracking is the fundamental basis for calculating ROI (Return on Investment).

The system uses this information as follows:

• Cost composition: the total cost of a campaign displayed in the dashboards is the result of the sum of all investment values informed for the respective tracking links (P.P.C.T.) in the selected period;

• Roi calculation: roi is calculated by measuring the relationship between the revenue obtained from valid sales (net total) and the value invested (cost) in those campaigns;

• Data origin: financial cross-referencing works and updates your ROI regardless of whether the investment values reached Guru automatically (through API integrations with advertisers) or through manual entries.

In addition to enabling the discovery of real ROI, recording the investment in tracking is essential for the panel to automatically calculate the other efficiency metrics of your funnel, such as CPC, CPL, and CPV.

- What metrics can be calculated from traffic cost?

Traffic cost is the value invested in campaigns. From this value, Guru automatically calculates metrics that help evaluate the efficiency and profitability of your acquisition strategies.

The metrics displayed vary according to the type of tracking analyzed (Sales P.P.C.T. or Lead P.P.C.T.), and indicate:

These metrics allow analyzing campaign performance throughout the entire funnel, from clicks and leads generated to the financial return obtained from sales.

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