This post is about what indicators need to be tracked every day and what actions can be used to influence them.

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‍Conversion of views and clicks (CTR — Clickthrough rate)How many people who saw the ad clicked on it. This indicator is calculated as follows: (number of clicks/number of views) *100. Let's say 1000 people saw your ad and 10 clicked on it. We calculate: 10/1000*100= 1%. The lower the conversion you have, the more you will pay per click. What does it mean if the conversion is very low? Your ad is unattractive to people. What needs to be changed? Ad text, headline, picture, rethink the proposal, upload a video.

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‍Cost per click (CPC)How much do you pay per click? The calculation is very simple: divide the funds allocated for the advertising budget by the number of clicks. For example, you spent 10 euros on advertising and received 100 clicks. The cost of one click is 0.10 euros (10/100). The cost of a click is high if your ad is unattractive to people. If the conversion of views and clicks is low, it also means that the click will cost you more. How to reduce the cost of a click? Just as with the conversion of views and clicks, you need to improve the ad itself.

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‍Conversion of clicks and requests— let's say 100 users came to your website: how many of them filled out the request form? This indicator is calculated as follows: (number of requests/number of clicks on the site) *100. The indicator is distinguished as a percentage. For example, 132 users came to your site, 4 filled out a request. We calculate: 4/132*100= 3.03%. What is the optimal conversion? It's hard to say, depends on the niche. However, a 2-5% conversion is the optimal option. If the conversion rate is less than 1%, then you should be concerned. A low conversion rate means that you need to make changes to the site: your offer is unattractive, the site looks unreliable and morally outdated. You need to answer the questions: are the photos on the site of high quality? Is there a feedback section? Are the details of the company specified? How do we differentiate ourselves from competitors? Is there a video on the website? Is there a live chat on the site? Etc. Study the best websites and see what your website doesn't have.

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‍The price of the request.Just divide the advertising budget by the number of requests. You need to know how much the request left by a potential customer costs you. You will begin to respond to requests at a completely different speed when you calculate how much they cost you. And anyway, the indicator measures the effectiveness of advertising. If you have two Facebook campaigns: one campaign costs €3 per request, the other €1. Is it worth investing the entire budget in a second campaign? If you follow this metric for a long time, you can very accurately predict what advertising budget is needed to generate the planned number of requests.

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‍Conversion of requests and sales.How many potential customers who filled out the request became your customers (bought services). This indicator is calculated as follows: (number of sales/number of requests) *100. The indicator is distinguished as a percentage. For example, you received 15 requests, 4 of which became customers. We calculate: 4/15*100= 26.66%. If the indicator is low, this may indicate several things. You sell inefficiently over the phone or during a meeting. It may also mean that your queries are untargeted (e.g., a large number of people filling out a request are free of charge).

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‍Average check.How much, on average, do you get income from one sale. We divide the revenue by the number of sales. Why is it important to keep track of this indicator? You can easily calculate how many sales you need to make to achieve your goal. If you make a lot of sales, but your average check is not big, you should consider how you can raise the average check. This is how you can increase income in one step.