Here's how it works. Businesses upload data from Google’s AdWords or from their mobile websites and input them into the step-by-step calculator. The tool goes through five potential outcomes of a mobile advertising campaign: in-store sales, phone calls, app downloads, cross-device purchases, and sales on mobile site. It takes about 30 minutes to complete the calculation, according to Google.
For instance, to calculate the value of in-store sales started on mobile, a user enters the number of clicks, the percentage of visits out of total clicks, the percentage of purchases out of total visits, and the average value of an in-store purchase. (If you do not know the exact data, the calculator provides a list of estimates based on different industries.)
After you input all the data, the tool will automatically calculate two benchmarks: the mobile site value and the value of all mobile advertising conversions.
Google’s launch of the Full Value of Mobile Calculator came on the same day when Yelp announced a new feature, which was based on a Boston Consulting Group study, to quantify the site’s value to small businesses.