How to Analyse Paid Traffic Metrics
A paid traffic report can show impressions, clicks, costs, page visits, leads and sales. The challenge is knowing which number to look at and what it can and cannot tell you.
Start with the journey, not a single headline metric. A click through rate may help you assess the advert, while a landing page sign up rate can help you inspect the page. Neither one alone tells you whether the whole affiliate campaign is sustainable.