Lead Gen / Petitions or records This second type of web sites that base their business in generating Leads (records or requests for information) are surely the most games can be drawn from an AdWords campaign and Web analytics. At sites Leads Generation the most important metrics to analyze are: volume of leads generated, click conversion rate to Lead, revenue generated per lead, cost per lead and benefit of each visit. Most of the information we need is offered by AdWords own once we have properly set up conversion tracking, but as in e-commerce sites, there are additional campaign information (e-mailings, banners, links purchased on other sites, etc …) that we can only get with Analytics. It is even possible to know the quality and profitability that generate free search engine results (SEO) versus Pay campaign results in search engines (SEM). A common error many AdWords campaigns is to focus only on the CPC cost per click instead of cost or number of Conversion Lead. What else gives us pay 1 Euro per click if we get 5 Euros customers and our product is sold at a price of 50 Euros? Is not it more cost effective than a campaign from CPC to $ 0.50 but not just Leads generated or generated an exorbitant price? The ratio of conversion and the final cost per Lead is the most important data in such campaigns.

Advertising based sites model sites that base their business on advertising is simple: they must get the maximum number of pages viewed by users and sell their advertising space to get the best possible price to maximize their income. Given this model we should follow the objective is a campaign with a low CPC. The metric that we consider in a site based on advertising are: profit, revenue, average page views per user, average cost per visit and average profit per visit. In such places, the Google content network can help you get clicks at low cost and generally offers a lower CPC, but still check the number of pages viewed by each user and campaign information we will Analytics.