In markets, this is what, translated into a layered chart, is called “ funnel"precisely: a large funnel above (many users see my advertisements), narrower in the middle (of these, only some click on it), thinner at the bottom (only a part of those special email list clicked decide to proceed along the conversion path ). The size of these three streams is what makes a campaign effective or not, making the ctr go up or down and affect the final average cpc. Then there are campaigns that, by their nature, work better on certain kpis rather than others: for example.
In the case of a google ads display campaign it will be much easier to collect impressions than clicks, precisely because this type of ads in the form of graphic banners "hit" the user in his free navigation; different is the special email list case of textual ads (on the search network) that appear in response to a specific search of the user who, therefore, should be more predisposed to clicking as well as simply viewing the ad. Similarly, for a facebook engagement campaignit will be easier to achieve the goal (interaction with the post) and optimize the cost; on the contrary, a campaign.
With a stronger intent (perhaps commercial) will have different proportions between impressions, clicks on the ad and objectives achieved, typically more "difficult" than interacting with a post. When to publish on linkedin photo by serpstat special email list from pexels kpi for email marketing a self-respecting overview of the main kpis for digital marketing cannot be separated from the review of the main metrics concerning e-mail marketing . For this type of activity, we typically speak of: delivery rate , or delivery rate, or the percentage of e-mails actually sent compared to the contacts in the database.