Conversions: The „Must-Have” in Every Report

A key metric in almost all reports is conversion—the completion of a desired action by a website visitor. This could be a purchase, leaving contact information, or, for example, visiting the /contact page. The specific definition of „conversion” is determined individually for each campaign.

Important Campaign Billing Models:

• CPC (Cost per Click) – The average cost per click, calculated by Google Ads or Facebook based on your maximum bid and various other factors.
• CPM (Cost per Mille) – The average cost for 1,000 ad impressions.
• CPA (Cost per Acquisition/Action) – The average cost of acquiring a lead, conversion, purchase, or other desired action.
• CTR (Click-Through Rate) – A metric expressed as a percentage that shows the ratio of clicks to ad impressions. In other words, it indicates how many people who saw the ad decided to click on it. CTR can vary depending on the type of campaign, ranging from 30% to 0.1%.
• CPS (Cost per Sale) – A model sometimes used in affiliate marketing, where partners are compensated only for generating sales on the advertiser’s site.
• CPV (Cost per View) – The average cost per view of a video ad, used in campaigns on platforms like YouTube, Facebook, or Instagram.
• CPL (Cost per Like) – A metric used in social media campaigns, representing the average cost of acquiring a like for a fan page.
  
  

Other Useful Abbreviations:

• UU (Unique Users) – Refers to „unique browsers,” as most advertising systems rely on cookies stored by browsers.
• GA (Google Analytics) – The most popular web analytics tool, essential for analyzing the effectiveness of marketing campaigns.
• GTM (Google Tag Manager) – A tag used to implement Google Analytics and other tools on a client’s website.
• GSC (Google Search Console) – Formerly known as Google Webmaster Tools, this platform helps optimize a site’s presence in Google search results.
• SEO (Search Engine Optimization) – Activities that make a website easier for search engines (e.g., Google) to understand and, as a result, rank higher in search results.
• URL – A web address, e.g., http://www.yetiz.pl/kontakt/. Sometimes it is shortened in reports to just the path, e.g., /contact.
• UTM (Urchin Tracking Module) – Parameters that can be added to a URL to track campaign performance in Google Analytics. UTM tags are especially useful for tracking traffic from Facebook and Instagram.
• ER (Engagement Rate) – One of the most important social media metrics, which measures the ratio of user interactions (likes, comments, shares) to the reach of a post. Engagement Rate is expressed as a percentage—the higher, the better 🙂
• OR (Open Rate) – A metric used in email marketing and marketing automation, representing the percentage of opened emails compared to those sent. It is one of the key indicators of email marketing campaign effectiveness.
• CTOR (Click to Open Rate) – Another email marketing metric, indicating the percentage of users who clicked on at least one link in the email after opening it.
• RTB (Real-Time Bidding) – A real-time auction model used in programmatic advertising to automate ad space purchases. When a user visits a website, the system decides which ad to display based on the highest bid.

Ultimately, the most important metric for any client is ROI (Return on Investment), which measures the return generated from their campaign investment.

At Yetiz Interactive, we always strive to make our reports simple and transparent, clearly describing the results of our campaigns. Additionally, we offer a free consultation to review a client’s first report in detail.