A study just released by a US based retail marketing firm shows that on average, for every $1 generated in online sales as a result of paid search advertising, $6 is generated in-store. Research online, purchase offline (Ro-Po) is the preferred means of buying for many people who gather information online and go to the shop armed with the information they need. The difficulty in tracking such sales often means that the true financial impact of paid search is understated. So, when analysing ROI on paid search campaigns, some efforts should be made to identify the Ro-Po revenue to ensure that informed decisions are made.