Oneupweb Unveils New ROI Tool for Search

Search engine optimization firm Oneupweb has launched a new ROI tool to chart the performance of natural search and keyword advertising campaigns.

The application, called ROI Trax Version 4, delivers detailed reports on the performance of individual ads and keywords, as well as entire campaigns, whether they employ banner ads, email blasts or offline ads, so long as they have an online component.

Oneupweb is positioning the product as more targeted to the needs of marketers than those provided by Web analytics firms, such as Coremetrics and Omniture. The company also says it’s more comprehensive than the single search engine reports offered by Google and Overture. The software is probably most similar to the expanded ROI tools included in Atlas OnePoint’s ProfitBuilder product, which also tracks online and offline sales conversions.

“Our number one goal was to make ROI Trax user friendly to marketers, most of whom don’t have time to sort through complicated Web analytics,” said Lisa Wehr, president of Oneupweb. “It’s a marketing tool for working people.”

The tool, which costs $100 per month, includes a customizable dashboard with a number of features, including the ability to track natural and paid search campaigns separately; conversion percentages by search engine and keyword term; and metrics on natural and PPC sales conversions. Another feature allows marketers to create and track campaigns by landing page. It also provides geographic information about buyers.

Oneupweb originally developed the tool to track the performance of its search engine optimization products. Because the ROI system was developed in-house, Oneupweb has the ability to customize ROI trax to marketers on a case-by-case basis, Wehr said.

The Suttons Bay, Michigan-based company plans to release a product that detects click fraud by the end of the month.