What Is The Most Important Number To Measure?
With PPC advertising it is easy to get caught up measuring the number of clicks you are receiving or the number of times your ad appears in the searches (referred to as “impressions”). Focusing on these numbers, however, is a mistake. The only number that is important within PPC advertising is the Cost-Per-Action (CPA), also referred to as the cost per conversion, which is displayed as a dollar amount (eg $24). The key to success with your PPC campaign is to ensure that your CPA is lower than the amount of profit you earn. For example, if your CPA is $24 you must earn at least $24 in net profit to break even. To be able to measure your CPA you first need to setup conversion tracking.
