Marketers often celebrate a “successful” campaign when click-through rates soar and cost-per-click drops. But then comes the fundamental question: What’s the actual return on ad spend? Do we know the ...

Conversion rate is one of the most common metrics used by marketers, sales folks, and business professionals. It is discussed often and taken on the surface as an important metric or key performance ...

Pay-per-click (PPC) advertising has evolved quite a bit since it first began in the early days of the internet. Metrics like cost per click (CPC) remain an important part of the conversation, while ...

Is cost per conversion really your most important key performance indicator (KPI)? Many campaigns treat it that way. But when efficiency becomes the goal instead of a guardrail, you risk starving your ...

It took marketing managers a long time to adopt the language of analytics — website visits, time on page and conversion rates. Every once in a while, vendors in a market make changes that upset ...