| Indicator |
Structure |
Note |
| Page views |
Number of page views. |
It is the number of web pages viewed. Hits are the number of views multiplied by the number of files on the page, which makes them both an indicator of page design and traffic. |
| Ratio of clicks |
Number of clicks on banners (clicks) / advertising contacts. |
Interactive web ad metric. It has strengths, but clicks are a step on the path of transformation into a purchase, and an intermediate goal of advertising. |
| CPC (cost per click) |
Advertising Cost / Number of Clicks. |
In order to calculate all three indicators, the same formulas are used: the cost of advertising should be divided by the number of clicks, orders or attracted customers.Customer’s life values are useful. It helps marketers to determine whether customers are worth the money spent on their attraction. |
| Order cost |
Advertising Costs / Number of Orders |
| Cost of attracting one client |
Advertising costs / number of attracted customers |
| Visits |
Number of individual views of the website |
By comparing visits to page views, marketers can determine whether visitors study website pages. |
| Visitors |
The number of individuals who visited the website in a given period. Cookies are used for tracking |
Used in determining the type of traffic generated by the site - a small number of loyal followers or a lot of random visitors. An important factor can be the period during which this indicator is measured. |
| Failure rate (failed purchases) |
Share of new but incomplete purchases (share of abandoned baskets) |
It can warn about poor-quality design of the website by determining the number of potential customers who lost patience during the transaction or were unpleasantly surprised by hidden costs |
| CR (conversion rate) |
The total number of visitors / users who completed the desired action (bought, downloaded, signed up for newsletters, etc.) |
This parameter determines how many users became customers, i.e. bought goods or ordered services. |
| CPI (cost per install) |
Advertising costs / number of users downloading the application. |
The CPI model is attractive, the advertiser pays only for real conversions and the campaign’s budget is spent more efficiently. |
| CPL (cost per lead) |
Advertising / lead costs |
This indicator is used by B2B companies, as well as other organizations where it is possible to accurately measure the cost of a service only after the sales. |
| CPS (cost per sale) or PPS (pay per sale) |
Cost of advertising / number of orders |
This is the pricing system for Internet advertising, where the site owner receives payments based on the number of sales directly related to advertising. CPS is part of the CPA (cost per action) model. |
| CPA (cost per action) |
Payment to the site owner is made for the targeted action of users: for purchasing, registration, etc. |
This traffic monetization model is the most interesting and demanded form of cooperation between the site owner and the advertiser |
| AOV (average order value) |
Number of purchases |
It is considered an important metric in online commerce, advertising and Internet marketing. The indicator allows you to calculate the profitability of investments in terms of the number of orders, rather than goods sold. For example, in one order there can be several goods. The AOV metric can help find out the average cost |
