Response Rate Report 2024

ANA Response Rate Report 2023

Chapter 4: Paid Search

Paid Search Metrics CHART 27

N = 34

56%

53%

47%

32%

24%

21%

3%

Cost per Click

Click-Through Rate

Conversion Rate

Impressions

Cost per Acquisition

ROI

Other

Which paid search metrics do you rely on most heavily?

Insight: Cost per click, click-through rate, and conversion rate are the top three metrics for paid search. B2C paid search campaigns prioritize conversions over CPC and CTR. B2B paid search campaigns prioritize CTR, while mixed B2B/B2C campaigns prioritize CPC.

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