Some of the most commonly used performance indicators for evaluating digital advertising campaigns include:

• CPM (Cost per Mille) = (Total Advertising Cost ÷ Impressions) × 1,000
• CTR (Click-Through Rate) = (Clicks ÷ Impressions) × 100
• Conversion Rate (CR) = (Conversions ÷ Visits or Clicks) × 100
• ROAS (Return on Ad Spend) = Revenue Attributed to Advertising ÷ Advertising Cost
• ROI (Return on Investment) = ((Revenue − Cost) ÷ Cost) × 100