In order to do this, we created a custom formula that takes into account average profit per transaction, by new users, and created a real-time dashboard which would allow us to view this in real time, by day, week and month, as well as by keyword, product ID, category and even down to SKU. This allowed us to optimise our activity in a much more meaningful way, using profit-driven data instead of just click and revenue based data, adding a further layer of insight, value and optimization to our SEO activity.