GEO Return on Investment Model
A combined valuation of direct referral revenue, the conversions attributable to brand lift, self-reported attribution from an exit question, and the equivalent cost of buying the same clicks.
Analogy Mental model
Appraising the contribution of one employee who greets at the door, closes sales, and promotes the business across the city all at once.
In practice What you actually do
Add three components: revenue from sessions that arrive tagged from an assistant, total conversions multiplied by the share of buyers who name an assistant when asked how they heard about you, and the value of the increase in branded demand. The middle term is usually the largest and the least measured.
Where people get burned Pitfalls
A company without an attribution question at checkout or signup will understate this channel by a wide margin, often by a factor of several, because the referral log only records the minority who clicked.
This entry was written in English from the Chinese original, not machine-translated. Read the Chinese version →