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Tag: metrics definition

The correct way to calculate ROI for online marketing

Introduction This is a short post explaining the correct way to calculate ROI¬†for online marketing. I got the idea earlier today while renewing my Google AdWords certificate and seeing this question in the exam: Now, here’s the trap – I’m arguing most advertisers would choose the option C, although the correct one is option A. Let me elaborate on this.…

Chasing the “true” CPA in digital marketing (for Pro’s only!)

This is a follow-up post on my earlier post about “fake” conversions — the post is in Finnish but, briefly, it’s about the problem of irreversibility of conversions in the ad platforms’ reporting. In reality, some conversions are cancelled (e.g., product returns), but the current platforms don’t track that. So, my point was to include a ‘churn coefficient’ which would…