CTR 

Click-Through Rate - This represents the success of the impressions that you have purchased based upon the amount of impressions it takes to get a click. See below example:

  • 1,000,000 impressions receiving 2000 clicks  
  • = (2000 clicks/ 1,000,000 impressions) x 100% 
  • = 0.2%

The benchmark for CTR will vary based multiple factors to include (but exclusive to) product, site positioning, ad type, ad quality, call to action and targeting.

Actions

 
The number of leads/ conversions/ sign ups/etc attained throughout a campaigns lifespan (Advertisers website page or lead capture page will be required to be tagged up).

eCPC 

Effective cost per click - So this will be based upon the amount of clicks achieved against the budget delivered to date. See below example of eCPC:

  • Budget to date divided by clicks amounted as a result
  • = $800 delivered so far/ 40 clicks
  • = eCPC of $20

eCPA

 
Effective cost per acquisition (lead, conversion, action) - Similarly to eCPC it is measured against the delivered cost so far. However for eCPA it is based upon the amount of leads/ conversions/ sign ups/ etc received from a client. 

  • Budget to date divided by actions amounted as a result
  • = $800 delivered so far/ 20 leads
  • = eCPA of $40
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