marketinganatytics

Digital analytics of advertising channels is an integral part of working on marketing campaigns. One of the most effective approaches in analyzing advertising campaigns is the study of performance indicators across various segments. In practice, the following popular breakdowns are most commonly used: Analysis by advertising campaigns; By keywords and ad groups; By device type (smartphones, tablets, computers); By geography (cities and countries); By demographic characteristics (gender and age). As a rule, during the analysis, the specialist divides the traffic among segments and evaluates the difference in cost per lead (CPL) or cost per order (CPO). Then, appropriate adjustments are…