Online advertising

33 KPIs

% of leads generated via paid search (PPC)

% of online ad budget spent

Ad click-through ratio (CTR)

([ads clicked] / [ads viewed] ) x 100

Ad request CTR = Clicks / Ad requests

Ad request RPM = (Estimated earnings / Number of ad requests) * 1000

Ad revenue per 1000 visits

Ad RPM = (Estimated earnings / Ad impressions) * 1000

Advertising revenue

Average advertisement position

Average Cost per Click (CPC)

Average number of ad units served per visit

[number of ads served] / [number of visits]

Average revenue per ad served

[ad revenue] / [number of ads served]

Cost per action (CPA)

Cost per mille (CPM)

Effective cost per mille (eCPM)

Impression share %

Lost impression share (budget)

Lost impression share (rank)

Number of ad clicks

Number of ad impressions

Number of ad requests

Number of ads clicked per visit

[total number of ads clicked] divided by [total number of visits]

Number of ads served

Number of coupon downloads

Number of invalid ad clicks

Number of page views with ads

Online ad budget

Online ad costs

Page CTR = Clicks / Page views

Page RPM = (Estimated earnings / Number of page views) * 1000

Revenue from online ads

Revenue per ad click

Total ad revenue ad-clicks based