One of the main advantages of online marketing versus traditional marketing is the ability to measure the results of campaigns almost in real time and in a very reliable way. But, depending on the action we are measuring, we should look at different metrics for analysis.
So today I’m talking about the main metrics that you should take into account when measuring the results of any campaign in online marketing: 
Impressions: times the ad is displayed on the platform (search engine, web, blog, …)
Click
Action that the user makes when he clicks on the advertisement. Normally, the destination is usually the advertiser’s website or a landing page created for the occasion.
CTR
Click through rate or click rate. Number of clicks divided by number of impressions; Is expressed as a percentage. In Google Adwords is usually considered a good CTR between 1% and 3%, while in Facebook Ads, for example, it is understood as good data any one that exceeds 1%. It is the most important metric in CPC campaigns and what will indicate the effectiveness of the ad in question.
Cost
Total money invested. Do not confuse with daily budget, which is the maximum amount we are willing to spend on the campaign. The cost usually refers to the total of the campaign in general or a particular ad.
CPC
Cost per click. What the advertiser is worth that the user clicks on your ad.
Max CPC
The maximum amount the advertiser is willing to pay for a click.
Average CPC
Average cost per click. To calculate this, first add the cumulative cost of all clicks and then divide the result by the total number of clicks.
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CPM
Cost per thousand. What the advertiser is worth a thousand impressions of your ad.
Max CPM
Maximum amount that the advertiser is willing to pay per thousand ad impressions.
Middle CPM
Average cost per thousand impressions. To calculate this, you have to multiply the total cost by 1000 and divide it by the number of impressions.
Average position
Since it occupies an announcement regarding the others.
Impression share
Number of impressions the ad has received with respect to all the impressions it may have received.
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Lead
Contact. The meaning of contact will depend on the campaign in question, it may be a budget request, a registration, a catalog download, …
Conversion
Like the lead, the meaning of conversion will also depend on the objective of the campaign: purchase of a product, registration, reservation, form submission, …
Cost per conversion
The amount it costs the advertiser to get a conversion.
CPL
Cost per lead. The investment needed to get a lead.
LTR
Lead through rate or conversion rate of visits to leads. It is calculated by dividing the number of leads achieved by total visits or clicks. It is expressed as a percentage.
ROI
Return on investment. It is an indicator that serves to measure the profitability obtained with the investment. It is calculated by dividing the benefit (per 100) between costs.
Advertising ROI
If we want to measure the profitability obtained exclusively with advertising investment, then we must use this metric. We simply have to subtract the revenue minus the advertising costs and multiply the result by 100. The number we get we divide it between the advertising costs to obtain this metric. 
