- Cost-Per-Visitor (CPV): Your advertising cost divided by the number of visitors to your site (C/V).
- Revenue-Per-Visitor (RPV): Your revenue divided by the number of visitors to your site (R/V).
- Margin per Visitor (MPV): This is calculated by subtracting CPV from RPV (RPV – CPV = MPV).
- Advertising-to-Revenue Ratio (ROAS): This ratio is calculated by dividing CPV by RPV.
- Exposures (E): Number of people who see your ad message and brand.
- Click-Thrus (CT): Number of people who click on an ad link and go to the landing page.
- Click-Thru Rate (CTR): The percentage of Exposures that click on an ad link.
- Branding/View-Thru Rate (BVT): The Percentage of exposures that go directly to a site or search for the site brand without clicking on the ad link.
- Cost-Per-Click (CPC): Average cost for every paid visitor to site through ad link.
- Cost-Per-Conversion (CPC): Average cost of each conversion (Ad Spend / Coversions)
Courtesy of Full Sail University
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