The whole point of any business to exist is for it to generate profits, and for that to happen it must create a return on any investment made. That is not just the capital that the company’s shareholders or owner have invested but relates to return on investment on all aspects of the business such as product development, staff training, and marketing for example.
Given we are an SEO agency, one of the most important ROIs we look at for any client we work with is that which is generated from the online marketing that we do for them. Within that overall return on investment there are specific metrics that we and our clients can assess, and in this post, we are going to look at 5 of the most important in detail.
Cost Per Lead
The definition of a lead may vary from industry to industry but for us, it means someone who has indicated that they interested in a product or service. That indication might mean they have entered their email in an opt-in box for more information or clicked on a link, which subscribed them to a message bot series.
Bear in mind a lead is not yet a customer, but the cost of acquiring leads from any marketing campaign is important. This applies particularly to PPC campaigns especially as it a simple metric to calculate as follows: Ad spending divided by the number of leads created. Otherwise, it will be the amount spent on marketing divided by the number of leads.