w3roi provides conversion tracking for ecommerce sites and affiliate marketers. It allows you to easily compare your advertising campaigns in terms of clicks and sales generated, profit, conversion rate, and overall ROI.

w3roi was architected and developed by myself over the course of several months in 2009. It is built on the Symfony PHP5 framework and backed by a MySQL 5 database and runs on the Amazon Elastic Compute Cloud.

By tracking clicks on ads, and analyzing hits to landing pages from non-tracked links, as well as a tracking pixel on the conversion page, I am able to provide a very large number of reports at several levels of granularity. Clicks, sales, revenue, profit, conversion rate, cost per conversion and ROI are shown in tabular and graphical format at the campaign, ad group, ad, keyword and landing page levels. The same data can be viewed through day parting and geographic filters, and over arbitrary time periods. All reports can be exported to Excel / CSV for external analysis and backup.

The user interface is particularly easy to use and attractive for an application in this category — white space and muted colors for the header and navigation put the data in focus. Dropdown navigation and selection interfaces that appear on click keep the interface from being cluttered.

The public website design was initially mocked up through a design contest at 99designs. I took that mockup and turned it into the final design, then coded it — the front-end website also runs on Symfony, except for the blog, which is powered by WordPress and completely integrated with the rest of the site’s design. The application UI was designed by myself.