Profit per Click: What It Is & Why You Should Track It

What is one of the biggest challenges faced by all performance marketing stakeholders – agencies, marketers, brands, investors, and executives?

Consistently and correctly quantifying the value created for the enterprise via marketing initiatives.

To put it succinctly: answering the age-old questions of, “What’s the ROI on our marketing?”

Or, more simply, “What’s working and what isn’t working?”

Marketing platforms have historically offered marketers various types of data to support this effort including:

  • Advertising cost data (CPC and/or CPM).
  • Intermediate performance data (clicks, impressions, etc.).
  • Revenue/value data (Conversions/Leads, Conversion Value, Transaction Revenue, etc.).
  • And if maximizing revenue/value is good, then doesn’t it follow that Revenue/Value per Click (“RPC”) is a solid directional indicator that the program is performing well?
  • Isn’t converting people at a higher rate good? Isn’t selling more stuff/driving more leads a good thing? Isn’t reducing your CPCs/CPMs positive?

    The answer to each of those questions is a resounding “maybe.”

    To understand why it’s important to remember that the overall goal of a business isn’t just to sell more stuff or acquire more customers; it’s to do those things profitably.

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DESDE ISLA DE PASCUA MAGDALENA NOVOA V.Los primeros quince días de febrero se celebra la Tapati en Isla de Pascua, una fiesta que muchos no conocen, y que representa una de las mayores expresiones culturales de la Polinesia.Desde hace más de cuarenta años este encuentro reúne a los pascuenses tras un objetivo: revivir sus antiguas tradiciones y transmitirlas a los más jóvenes, mediante competencias destinadas a elegir a la reina del año entre las familias participantes. Los turistas se sorprenden al ver la capacidad de organización de los Rapa Nui, que dedican, durante meses, su tiempo libre a concretar con éxito las más de 50 pruebas ancestrales que conforman esta festividad.De día, diversos rincones de la Isla reciben al público y a los concursantes que participan en competencias como la triatlón rapa nui -carrera con cuelgas de plátano, posta y canotaje- que se mezcla con expresiones artísticas, como tallado en piedra y madera, confección de collares de conchas y coronas de flores, entre otras. Y, a las 21:45 horas, el escenario, ubicado en Hanga Roa, decorado este año con pinturas inspiradas en la leyenda del hombre pájaro, llena de color la noche, mientras que la música y los bailes, interpretados por los clanes participantes, animan a los más de 4.000 asistentes, entre rapa nui y turistas.La Tapati es una fiesta hecha por y para los pascuenses, una enciclopedia de su historia relatada en Rapa Nui, y si bien el idioma priva a los visitantes de conocer el secreto que encierran las letras de las canciones o el tema de las obras, resalta el misticismo de una Isla que, por siglos, ha cautivado a quienes se han aventurado a cruzar 3.700 kilómetros por el Océano Pacífico y vivir una experiencia inolvidable en el ombligo del mundo.

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