Metrics are the metrics available in analytics tools, such as clicks on ads, unique visitors, and bounce rates.
Metrics:
presented in absolute values;
measured in fact;
allow you to evaluate the promotion strategy;
do not change over time.
KPIs are key indicators of the project outcome, for the calculation of which metrics are used. Unlike metrics, KPIs are shown only in percentage terms. This helps the company compare its results with average market values and judge the results of doing business.
KPI in contextual advertising:
used to make important decisions and set goals;
dynamic;
compare with past results to decide what to do next.
Let's consider what metrics and KPIs exist in contextual advertising.
Clicks
This is a meaningful metric in context. It shows the number of clicks on ads.
Clicks not only help calculate the cost of advertising portugal telegram data in search engines, they are also included in other important metrics, including CPC and CTR.
Advertising analytics tools track clicks as standard. To see the metric value, you need to go to the Yandex Direct or Google Ads report at the ad group, campaign or account level. That's where the number of clicks will be.
UTM tags, texts added to links to identify user acquisition channels and evaluate promotion results, will help you find out where the links were placed that brought visitors to your site.
By the way, the number of clicks and visitors are different things. The thing is that the same user can click on a link several times in a certain time. Therefore, it is important to know another indicator - "unique visitors".
Unique visitors
The metric displays how many visitors visited the site over a certain period of time.
In order for analytics tools to classify a visitor as unique, he/she must meet certain parameters. The following is taken into account: