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Digital Marketing
Conversions and metrics
Assignment solutions

Pablo Martín Antoranz

eae.es
Let´s play
 Targeted audience/Reach From targeted audience
Very targetd reach x5
Generic reach x15
Impact Impact Impact Total impacts per channel

From impacts/impressions
VISITS CTR
Clicks Organic
Search Ads
6-7%
4-5%
New visits Bounce 20-30% Display 0,2-0,5%
Social Media 1-2%
From Net Visits

Leads CONTACTS
Basic
LTR
10-15%
New registered Drop-out 4-6% Qualified lead 5-6%
users or leads
RETARGETED TRAFFIC

From Leads
SALES CTS 1
First sales 1st subscription
Coupon download
7-8%
15-18%
Drop-out 2-3% Promotional sale 10-12%
Usual sale 3-4%

Recurrent From First Sales

LOYALTY CTS 2
sales Renewals
Recurrent sales (same)
8-10%
3-4%
WoM Drop-out 5-7% Cross-sale 0,5-2%
Rewarded 10-12%
Organic 1-3%
How many impressions have to be estimated to get 10.000
net visits to our website from display advertising and
Facebook Ads?

If we want to get 5.000 registered users in our newsletter…

What would it cost us to get them from a display advertising
and Google Ads Search campaigns?

How many net visits to our website would we get with a

campaign of 250.000 impressions, per CPM and PPC, and
what would be the visit cost?
How many impressions have to be estimated to get
10.000 net visits to our website from display
advertising and Facebook Ads?
Net visits x (1-Bounce Rate) = Landings
10.000 / 0,80 (20%) = 12.500 landings
If we estimate a CTR = 0.5% (Display) then
Landings / CTR

12.500 / 0,005 = 2.500.000 impressions

If we estimate a CTR = 2% (Facebook Ads) then
Landings / CTR

12.500 / 0,02 = 625.000 impressions

If we want to get 5.000 registered users in our
newsletter…
What would it cost us to get them from a display
advertising and Google Ads Search campaigns?
Registered users / (1 - Drop-out Rate) = Visits to registration page
Visits to registration page / LTR = Website visits
Website visits / (1 - Bounce Rate) = Landings
Landings / Channel CTR = Impressions

In the case of PPC it is considered 1 click = 1 landing

Registered users / (1 - Drop-out Rate) = Visits to registration page
Visits to registration page / LTR = Website visits
Website visits / (1 - Bounce Rate) = Landings
Landings / Channel CTR = Impressions
In the case of PPC it is considered 1 click = 1 landing

5.000 / 0,96 (4% Drop-Out Rate)* = 5.208 visits to registration page

5.208 / 0,15 (15% CTL) = 34.720 Website visits
34.720 / 0,80 (20% Bounce Rate) = 43.400 landings/clicks
Registered users / (1 - Drop-out Rate) = Visits to registration page
Visits to registration page / LTR = Website visits
Website visits / (1 - Bounce Rate) = Landings
Landings / Channel CTR = Impressions
In the case of PPC it is considered 1 click = 1 landing
5.000 / 0,96 (4% Drop-Out Rate)* = 5.208 visits to registration page
5.208 / 0,15 (15% CTL) = 34.720 Website visits
34.720 / 0,80 (20% Bounce Rate) = 43.400 landings/clicks

Display
43.400 / 0,005 (0,5% CTR Display) = 8.680.000 impressions
*Although in a basic registration the drop-out is almost nil, it has been considered 4%
Registered users / (1 - Drop-out Rate) = Visits to registration page
Visits to registration page / LTR = Website visits
Website visits / (1 - Bounce Rate) = Landings
Landings / Channel CTR = Impressions
In the case of PPC it is considered 1 click = 1 landing
5.000 / 0,96 (4% Drop-Out Rate)* = 5.208 visits to registration page
5.208 / 0,15 (15% CTL) = 34.720 Website visits
34.720 / 0,80 (20% Bounce Rate) = 43.400 landings/clicks

Display
(8.680.000 / 1.000) x 2€ (CPM unit price) = 17.360 €
Google Ads Search
43.400 clicks x 0,5€ (PPC unit price) = 21.700 €
How many net visits to our website would we get with
a campaign of 250.000 impressions, per CPM and PPC,
and what would be the visit cost?
CPM (let´s consider Display campaign)
(250.000 / 1.000) x 2 € = 500 € (budget)
250.000 x 0,005 (0,5% CTR) = 1.250 landings
1.250 x 0,80 (20% Bounce) = 1.000 Net Visits
Visit Cost = Budget / Net Visits = 500 / 1.000 = 0,50 € / Visit
CPM (let´s consider Display campaign)
(250.000 / 1.000) x 2 € = 500 € (budget)
250.000 x 0,005 (0,5% CTR) = 1.250 landings
1.250 x 0,80 (20% Bounce) = 1.000 Net Visits
Visit Cost = Budget / Net Visits = 500 / 1.000 = 0,50 € / Visit

PPC (let´s consider Google Ads Search)

250.000 x 0,05 (5% CTR) = 12.500 clicks
With a PPC = 0,5 euros, budget is
12.500 x 0,5 = 6.250 €
12.500 x 0,80 (20% Bounce) = 10.000 Net Visits
Visit Cost = Budget / Net Visits = 6.250 / 10.000 = 0,62 € / Visit
Reach me
pablo.martin.antoranz@campus.eae.es

© Pablo Martín Antoranz, 2019