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What to measure: indicators
Web analytics shows the effectiveness of your marketing. Surprisingly, everyone has their own answer to the question "how to measure the effectiveness of Internet marketing" . Reach or traffic? Recognition? Number of incoming requests? Calls? Who said "sales"? In fact, all indicators are important and applicable. You can immediately name dozens of "correct" indicators, but there is still one key one (more on that later). First, let's look at the typical indicators used in web analytics.

Key Metrics in Web Analytics
CTR (click through rate) — clickability indicator

A primary metric that helps us understand which platforms are attracting more users with their ads. The more successful the ad, the more people click on it. But the “tempting” ad itself may not bring in sales.

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CPA (cost per action) — formula for calculating the cost of a target action

What is a target action? The advertiser decides which action to consider target. For example, a call to a company. Then the advertising budget is divided by the number of target actions, and we get the cost of one call. An advertising campaign is considered effective if one call is not more expensive than the permissible CPA indicator.

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CPO (cost per order) is a formula for calculating the cost “per order”.

The most obvious target action for a business is ordering a product. The cost of each order is calculated using the formula:
CPO = advertising costs/number of confirmed orders.