In the world of digital advertising, there is a seemingly countless number of KPIs to track, analyze and benchmark. The amount of available data and questions to ask can be overwhelming. What should our click-through-rate be? Is this a typical cost per click? What about our conversion rate? Is that normal?
To pull in a sports analogy, only looking at metrics like click-through-rate (CTR), cost-per-click (CPC) and Cost-per-Lead (CPL) is like asking how many free-throw attempts, fouls and blocked shots a basketball team had without asking about the final score. These statistics absolutely have a direct impact on the outcome of the game, but do not actually tell us if a team won.
So what is the ‘digital advertising’ equivalent of asking “who won the game?”
The answer would be “what is the return-on-investment for our campaign?” Of course, this is not a simple question to answer, but it can be navigated—and we are here to help. This free ebook provides a step-by-step guide to calculating the ROI of your digital campaigns.