For the case studies detailed, the following metrics are used. Regardless of the rate in improvement, each metric targeted were definitely moving in the right direction. For example, on ArtSelect, conversions increased 398% or almost 4x before the SEM enhancements began 6 months earlier.
|Conversions||Orders Generated through Advertising
|Cost per click||CPC or Ad Cost per Visitor|
|Total Cost||Total Cost of Advertising|
|Sales||Revenue from Advertising|
|ROAS||Return on Advertising Spend = Revenue/Cost|
|Conversion Rate||Conversion Rate = Orders/Clciks|
|Cost Per Sale||Average Advertising Cost per Order (CPA)|