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Key Metrics For Assessing Efficiency Of Online Marketing Communication

Table 3: KPI depending on the objectives of the advertising campaign

Advertising campaign goal KPI
Increasing target coverageIncreasing brand / service recognition in the market -CPM-coverage
Interaction with the site, application -CPI – installation of the application-CR – website conversion- user engagement (bounce rate, number of pages viewed, time on site)
Increase in the number of calls / potential customers -CPA - cost of the target action-CPL - contact cost-number of contacts
Increase in the number of sales through the site / application -CPS - cost of sales through the site-AOV – average cost- cost of attracting one client
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