If you’re investing in paid media or forecasting your return on investment from digital advertising it’s essential to be able to compare your ad clickthrough rates to other averages. How is Ad clickthrough...
Digital marketing metrics
Dave ChaffeyReturn on Advertising spend (ROAS)
The Return on Advertising spend (ROAS) isn’t reported by default by ad platforms like Facebook and Google or by Google Analytics, but is a useful derived or calculated measure that can be reported in Google Data...
Revenue per Impression (RPI)
Revenue per impression is useful for assessing the overall efficiency of paid media spend since it includes both clickthrough rate and conversion rate. This measure is not used much compared to Return on Advertising...
Add to cart conversion rate
Add to cart or ATC conversion rates are typically around double those of E-commerce conversion rate. They are calculated by dividing the number of add-to-cart event by the number of visitor sessions. There is less...
Conversion rate
Conversion rate is almost a self-explanatory term, but when benchmarking conversion, it’s important to consider the denominator. Are you dividing sales by number of unique visitors or visitor sessions? In Google...
Website macro and micro-conversions
Macro and micro-conversions are terms popularized by Google digital marketing evangelist Avinash Kaushik. He uses this visual to explain that typically overall macro-conversion rates are low, typically around 2%...
Bounce rate
The bounce rate can be defined as the proportion of visitors to a website page or site that exit after visiting a single page only, usually expressed as a percentage. Where is bounce rate reported in Google Analytics...
Allowable Cost per Acquisition (CPA)
Setting an Allowable CPA for customer acquisition investments helps business answer the question: How much can we afford to pay for a new customer? The allowable CPA is useful to control media spend since it sets a...
