Top metrics to consider in online marketing

Online marketing metrics

Online marketing metrics

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 To Tweet

Impressions: times the ad is displayed on the platform (search engine, web, blog, …)


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.


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.


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.


Cost per click. What the advertiser is worth that the user clicks on your ad.


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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Cost per thousand. What the advertiser is worth a thousand impressions of your ad.


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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Contact. The meaning of contact will depend on the campaign in question, it may be a budget request, a registration, a catalog download, …


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.


Cost per lead. The investment needed to get a lead.


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.


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. 


Devendra Singh

Director, Content Strategy at Digital Marketing Trends. I develop, evaluate, and improve the company's content strategies. Providing a big online presence for SMEs and StartUps.