Affiliate marketing

Affiliate marketing (or affiliate marketing) is an effective way to monetize online resources, whereby a website owner or blogger receives a reward for attracting customers or selling products of an advertiser. According to Awin, the global affiliate marketing market in 2022 amounted to more than $17 billion and continues to grow rapidly.

In Ukraine, affiliate marketing is also rapidly gaining popularity. More and more bloggers, website owners, and even aspiring entrepreneurs are choosing affiliate programs as a source of passive income or a basis for building their online business.

The main advantages of affiliate marketing:

• You can start without investment and special skills
• High potential for scaling and automation
• A huge selection of niches and products for every taste
• Transparency and a clear motivation system

At the same time, newcomers to this field often face a lot of questions: how to choose a niche, on which platform to create their resource, how to attract traffic and monetize it effectively, what secrets and tricks successful partners use.

The basics of affiliate marketing

Let's start with the definition. Affiliate marketing is the promotion of products or services of an advertiser through a network of affiliate sites and resources (affiliates) with payment for the result: clicks, sales, registrations. An advertiser can cooperate directly with site owners or engage them through an intermediary - an affiliate network.

A simple example from life. Let's say you started a blog about a healthy lifestyle. You write articles, shoot videos, and give advice on how to eat and exercise. You already have a small but loyal audience.

And then you find out that a protein bar manufacturer has launched an affiliate program. It offers $10 commission from every sale made through your referral link. You sign up, get a unique affiliate link, and start embedding it organically in your content, reviewing and comparing bars.

Your readers click on the link and buy the product. The advertiser gets customers and profit, and you get honestly earned commissions. Win-win.

Participants in affiliate marketing

There are at least 3 parties involved in this scheme:

1. Advertisers (sellers) - companies that want to increase sales of their products or services through a network of partners. These can be online stores, educational platforms, service companies, software developers, etc.
2. Partners (publishers, webmasters) are the owners of websites, blogs, email newsletters, and social media pages who are ready to promote advertiser products on their resources. They receive a commission for achieving targeted actions: sales, registrations, app installations.
3. Buyers (clients) are users who go to the advertiser's website through affiliate links and perform targeted actions. For them, the purchase process is no different from the usual one - through search or direct access to the site.

Sometimes a fourth link is added to this chain - an affiliate network. This is a platform that connects advertisers with a large database of webmasters and simplifies all technical processes: link generation, statistics, and commission payments. The world's largest CPA networks are Admitad, CityAds, Awin. Popular Ukrainian networks are Salesdoubler, Lemonad, Pap.ua.

Advantages of affiliate marketing

For advertisers:

• Pay only for the result (Cost Per Action). No prepayment and no placement according to prices - you pay only for real sales and actions.
• Expanding the reach of the target audience. Partners generate additional traffic from various sources: search, social media, email newsletters, display advertising.
• Increased sales and profits. According to Forrester Research, 81% of brands and 84% of publishers use affiliate marketing. At the same time, 16% of companies account for more than 20% of their total revenue through affiliate marketing.

For partners:

• Low entry threshold. There are no costs for product development and customer service. Expenses are only for the creation of a website and traffic acquisition.
• Passive income. Once you have implemented affiliate links, you can earn from them regularly without any additional efforts.
• Ample opportunities for earnings. You can promote dozens of offers in different niches and receive a commission of up to 70% per sale.

According to the Affiliate Benchmarks Report 2022 survey, 69% of publishers earn more than $20 thousand per year, and 32% - more than $100 thousand. At the same time, 60% of them consider affiliate programs to be the main source of income.

An example of affiliate marketing

Imagine that your friend has recently written his first book on relationship psychology and posted it on Gumroad for $20. Naturally, he wants to sell as many copies as possible.

You have been running a telegram channel for a long time and are a psychologist. Your readers trust you and often ask you for relationship advice. You find out that your friend has launched an affiliate program for his book with a 50% commission.

You make a detailed review of the book, analyze its features, and quote useful tips. At the end, you provide an affiliate link to buy with your personal discount. Let's say that out of your 3,000 subscribers, 500 people clicked on the link and 100 bought the book.

The result:

• Your friend earned $2000 and got 100 new readers
• You received $1000 to your affiliate account and strengthened your expert status
• Your readers bought a useful product at a discount and trust you even more
• The book itself received 100 real reviews and social proof of value

As you can see, affiliate marketing is a truly win-win model for all participants. In the following, we will consider the key nuances and secrets of its effective application.

Types of affiliate programs

Before you dive into the world of affiliate marketing, it is important to understand the main models of payment for customer acquisition. Your promotion strategy and final profit will depend on the choice of a suitable scheme. Let us consider the top 4 types of affiliate programs:

Revenue Share.

The most popular and profitable type of affiliate program. You receive a fixed percentage of the sale amount made by the customer after clicking on your link. The amount of commission depends on the niche and type of product.

For example, for the sale of physical goods (clothing, electronics, cosmetics), the partner's commission is usually 5-15%. When selling information products (courses, webinars, e-books), the remuneration can reach 30-70%. The higher the average check and product margin, the more generous the payments to partners.

In addition to a percentage of sales, some affiliate programs also offer a fixed bonus for each order. For example, $5 for each sale regardless of its amount.

Advantages of Revenue Share:

• High earning potential
• Motivation to increase the average check
• Lifetime commissions from the client

Cons:

• It is necessary to warm up the audience qualitatively
• Much depends on the landing pages and promotions of the seller
• Cookie period (lifetime of an affiliate link) is usually only 30-60 days

Cost Per Action (CPA)

A more flexible model in which the advertiser pays for a certain targeted action of the client on the website. The most popular actions in CPA marketing:

• Making a request or lead (CPL)
• Registration on the website or in the application (CPI)
• Newsletter or social media subscription (CPS)
• Installing and launching an app (CPI)
• Call or other targeted action (CPA)

The amount of payment depends on the complexity and value of the action for the advertiser. For example, a simple registration in a service can pay $0.5-1, and installing an app and reaching the first level in a game can pay $2-5. For a bank loan application or car test drive, the commission can be $10-50.

Advantages of CPAs:

• It is easier to attract an audience than to sell
• No need to dive deep into the niche
• You can work effectively with traffic

Cons:

• Lower average check and profit
• Higher risk of fraud and lead cancellation
• Narrow selection of offers by niche

Pay Per Click (PPC)

In this model, the partner receives money for each click on an advertising link, banner, or ad. It is usually used in conjunction with contextual or targeted advertising. Advertisers pay for clicks, and the final conversion of visitors into customers is their responsibility.

Typical CPC rates range from $0.01 to $3 and depend on the competition in the niche. For example, in expensive commercial topics such as plastic windows or repairs, the cost per click can reach 50-100 UAH.

Advantages of PPC:

• Easy to predict budget and payback
• Quick campaign launch and first results
• Unlimited traffic in high-frequency niches

Cons:

• You need to constantly optimize campaigns
• High competition and cost per click
• Does not work well for image promotion

Cost Per Mille (CPM)

It involves paying for 1000 impressions of a partner's banner or ad. The model is usually used for display and image advertising on large portals with high traffic. The cost per 1000 impressions varies from $0.5 to $10.

For example, on the women's portal Wday.ru, the cost of 1000 impressions of a 300x250 banner in the Fashion and Beauty category is about 400 rubles. In the B2B niche and on websites with a narrow target audience, bids can reach $20-50 per 1000 impressions.

Advantages of CPM:

• Reaching a large audience
• Increase brand awareness
• Payment does not depend on clicks and actions

Cons:

• Doesn't convert well to sales
• Large advertising budgets are required
• Not all platforms disclose real statistics of impressions

Choosing a niche and products for promotion

Having decided on the payment model, let's move on to the most interesting part - choosing a niche to earn money. Your average check, conversion, promotion strategy, and business scaling potential will depend on this decision.

Let's analyze the main criteria for choosing a profitable niche:

Demand and competition

The first thing you should pay attention to is the level of demand and competition in the niche. It is ideal if your topic has a high volume of traffic and search queries, but at the same time moderate competition among players.

An example of a highly competitive niche:

• Finance and investment
• Online education
• Dating and dating
• Health and weight loss
• Gambling and betting

These verticals involve large budgets, but it is becoming increasingly difficult to reach the target audience. The slightest tightening of legislation or a negative news story can bring down the entire business.

Here are examples of low-competitive but promising niches:

• Pet products
• Eco-products and healthy food
• Electric transport and accessories
• Tools and garden equipment
• Children's educational games

These niches have not yet been developed as much by our partners, but they have stable demand and high margins. It is easier to take a leading position in them than in highly competitive verticals.

Cost of entry and promotion

The next important criterion is the threshold for entering the niche and the cost of customer acquisition. For example, in the cryptocurrency or forex niche, the cost of a lead can exceed $100 due to the large number of speculators and the need to verify customers.

The same goes for niches with expensive products: real estate, cars, turnkey repairs. Here, you will need to invest heavily in advertising and lead generation to recoup the costs.

Therefore, at the start, it is better to choose niches with a low check of $10-100. For example:

• Online counseling and training
• Food delivery and groceries
• Handmade and creative goods
• Sports nutrition and accessories
• Board games and entertainment

In such niches, you can effectively work with warm traffic from social networks, blogs, and email newsletters and gradually increase sales.

Assortment and scaling potential

Another factor for choosing a niche is the availability of a wide range of products for promotion. The larger the selection of offers you have, the easier it is to test hypotheses and find the most converting links.

For example, in the online education niche, you can start by promoting inexpensive books or open webinars to warm up your audience. Then gradually connect more expensive offers: paid courses, mentoring, coaching. And convert the hottest customers into members of masterminds and closed clubs.

This is how the principle of attracting an audience through tripwire-mainstream-VIP relationships works.

Examples of niches with a good assortment:

• Health and beauty (cosmetics, dietary supplements, services)
• Baby products (toys, food, clothing, strollers)
• Home and garden (furniture, appliances, repairs, plants)
• Tourism (tours, hotels, tickets, excursions)
• Hobbies (handicrafts, music, sports, collectibles)

Examples of successful niches in Ukraine

Now let's look at several cases of choosing profitable niches for affiliate marketing, taking into account the peculiarities of the Ukrainian market.

Case 1: Online education and self-development. This niche is showing steady growth even in times of crisis. People want to acquire new skills and knowledge to earn more or change their profession. Courses in remote professions are especially popular: programming, design, marketing, and copywriting.

Case 2: Home improvement and repair products. Since the beginning of the quarantine, many people have been concerned about home improvement: buying a comfortable sofa for working from home, making minor repairs, and tidying up the balcony. The demand for furniture, plumbing, textiles, and garden equipment has increased.

Case 3: Food delivery and groceries. Another beneficiary of the quarantine. According to Zakaz.ua, the number of online food orders increased 5-7 times during the lockdown. People appreciated the convenience of buying food in a few clicks with door-to-door delivery. In addition, many restaurants and shops have adapted to the new realities and launched their own delivery.

Affiliate marketing channels and tools

Having figured out the choice of niche and product, we move on to the next important stage - attracting traffic and potential customers. An online marketer has a lot of tools for this purpose:

• Websites, blogs and landing pages
• Social networks and bloggers
• Contextual and display advertising
• Email and push notifications
• Teaser and popup networks
• Apps and games

Let's take a closer look at the most effective channels for promoting affiliate programs with examples and figures.

Websites, blogs, and landing pages

Your own website or blog remains the foundation of affiliate marketing. It is your audience gathering point, a platform for publishing expert content and integrating affiliate links.

According to Ahrefs, 60% of webmasters attract more than 50% of traffic from organic search. That is, they create optimized SEO articles that reach the top of the search results for the right queries and attract a warm audience.

Classic article formats for affiliate promotion:

• Product reviews and comparisons
• Ratings and tops
• Guides and instructions
• Answers to frequently asked questions
• Interviews and success stories

For example, a review on the topic "7 Best Humidifiers" generates up to 10,000 clicks per month. And through an affiliate link to a recommended product on Rozetka, its author earns more than $500 per month, and this is just from one article.

With proper work with link and behavioral factors, a website can reach the top even for high-frequency commercial queries. For example, the online door store Dveri.ua attracts more than 200,000 visitors per month for such queries as "interior doors", "entrance doors" and collects organic traffic as a partner of manufacturers.

For a quick launch, it is also effective to use landing pages (landing pages). With their help, you can test demand or attract the first leads for a specific offer. The cost of developing a simple landing page on a drag-and-drop builder is $50-100. But this investment is enough to collect the first applications for the affiliate program.

Social networks and bloggers

Today, the audience of social media in Ukraine exceeds 20 million users. Instagram* and Facebook* are the most numerous and solvent. They account for more than 60% of active users. They are followed by TikTok, YouTube, and Telegram.

For affiliate marketing, social networks are interesting because they allow you to work with a "warm" loyal audience. Posting on a blogger or in a thematic community provides coverage comparable to TV ads, but at a fraction of the cost.

Formats for promoting affiliate products on social media:

• Posts and stories from opinion leaders
• Product reviews and unboxing
• Promotions, giveaways, giveways
• Live broadcasts and broadcasts
• Contests and quests with prizes

For example, placing a story on an Instagram blogger with 500 thousand subscribers will cost from $500. With the right audience selection and content preparation, you can get 2000-3000 clicks to the advertiser's website and dozens of new customers.

In addition to well-known bloggers, you shouldn't forget about micro-influencers - leaders of local communities in the right niches. Their audience is better warmed up, and their loyalty and conversion rates are higher. Plus, the price tag for advertising on microbloggers is much lower.

Case in point. We promote the offer of the EasyFit online weight loss school. We find 50 Instagram accounts of girls with 3-10 thousand subscribers in the niches of healthy lifestyle, fitness, and nutrition. We agree with each of them to publish an advertising post for $30-50. Total: $2000 budget for 50 posts.

The reach of this campaign is about 250,000 people. With a conversion rate of 3%, we will get 7,500 clicks to the school's landing page. The average check from a student is $100, and the partner's profit is 60%. It's enough to sell 35 courses to recoup the money invested. All sales above that are our net profit.

Contextual and display advertising

Contextual advertising in Google Ads and Yandex.Direct is another powerful tool for attracting paying traffic. Its main advantages:

• Fast results. After launching a campaign, you will start receiving conversions for the right queries almost immediately.
• Targeting only the target audience. Only those who are looking for your product or are interested in similar offers see your ads.
• Full control over expenses. You set the CPC and daily budget of your advertising campaign.
• Convenient web analytics. Detailed statistics on clicks, impressions, and targeted actions are available right in the interface of the advertising account.

Of course, the higher the competition in a niche, the more expensive a click will be. In budget categories such as food delivery, online consultations, and low-cost services, the cost per click will be 2-5 UAH. In high-margin niches, such as loans, repairs, medicine, and law, the cost per click will be 15-50 UAH and higher.

Therefore, to ensure a guaranteed return on investment, you need to calculate the campaign's economics in advance. To do this, divide the amount of your sales compensation by the cost per click for the desired keywords. This will give you the number of conversions you need to break even. The rest is your net profit.

Example of calculation. We promote a Xiaomi mobile phone offer worth 5000 UAH on Hotline. The partner's commission is 5% of the sale (250 UAH). The average number of requests for this model is 500 per month, and the cost per click in the guarantee is 7 UAH. Let's do the math:

• Divide 250 UAH by 7 UAH, we get 36 clicks to the first sale
• With a conversion rate of 3%, one purchase will consist of an average of 33 clicks
• So the campaign will be profitable from the very first days
• With a budget of 3000 UAH/month, you can attract 430 clicks and sell 13 phones with a net profit of more than 2000 UAH

Display advertising is more suitable for image promotion and brand awareness. Banners and videos on thematic platforms work on a cost-per-impression (CPM) model. Depending on the format and reach, the cost of 1000 impressions in Ukraine starts from 20-50 UAH.

Email marketing and work with databases

If done correctly, email can become a real sales marketing machine. It helps to grow your subscriber base, warm up your audience, segment it, and convert it into customers.

It is advisable to create a separate landing page for each affiliate program to collect email addresses. The main channels for attracting subscribers:

• Publishing subscription widgets on your website and blog
• Advertising with a call to subscribe to the newsletter (social media, context)
• Conducting sweepstakes and promotions among new subscribers
• Cross-promotion bases in related niche newsletters

Further work is built through the classic chain of emails according to the "value-value-offer" scheme. The task is to establish a trusting contact with the subscriber, provide them with useful content, and gently lead them to the target action.

An approximate algorithm for working with the database:

1. A welcome email right after the subscription. Introductions, gratitude, and an announcement of useful content.
2. A series of 5-7 emails with valuable materials on the topic: checklists, guides, tips, selections.
3. A commercial offer with a recommendation of an affiliate product. Here we put an affiliate link and a call to action.
4. Subsequent emails according to the scheme: 80% useful content, 20% selling materials.

From time to time, it is worth sending mass emails to the database with current promotions and discounts from partners. The open rate of such emails reaches 30-40%, and every 10-20 clicks brings a sale.

Important points in email marketing:

• Regularity. The optimal frequency of newsletters is 2-4 emails per month. This is enough to keep in touch but not to bother subscribers.
• Personalization. Address the recipient by name, segment the database by interests and behavior.
• Adaptability. Up to 60% of emails are opened on smartphones. Check how your emails look on mobile devices.

Creating and optimizing affiliate websites

Let's take a separate look at the process of launching an affiliate website and its SEO optimization. This is a key asset and the main traffic generator for most webmasters.

Choosing a domain and hosting

At the start, you don't have to come up with a unique name and register a domain for $1,000. Any meaningful phrase that reflects the essence of your project in English or Russian will do. Examples:

• karmashop.com.ua
• otzyvpro.com
• sravni.ua

It is better to take a domain in the .ua, .com.ua, .in.ua zone - they fall into Ukrainian geotargeting. To register, contact one of the accredited registrars, such as Namecheap or HostPro. The price of a domain is 200-300 UAH per year.

With hosting, you don't need to choose a super-duper tariff either. A regular shared hosting with PHP and MySQL support will do for a start. For example, NIC.UA offers prices starting at 50 UAH/month. Pay for a year at once - it will be cheaper, and you don't need to bother with monthly renewals.

An alternative to a self-hosted website is to host it on one of the blogging platforms:

• Medium
• Blogger
• WordPress.com
• Tilda.

They provide ready-made functionality and beautiful responsive templates. There is no need to bother with the layout and design. The disadvantage is the restrictions on monetization and promotion. Therefore, this option is only suitable for starting out. After you receive the first income, you will still want to switch to your own website.

Strategies for promoting affiliate products

So, you already have a website or other platform to drive traffic, affiliate links are connected, and campaigns are launched. It's time to get acquainted with proven strategies for increasing sales and revenue from affiliate marketing.

Product reviews and comparisons

One of the most effective affiliate content formats. People often google product reviews and comparisons before making a purchase to choose the best option. This is especially true for expensive and technically complex products: electronics, home appliances, gadgets.

By posting an expert product review or a comparison of several models on your website, you will perfectly answer such search queries and attract a hot audience. For example, a comparison of the latest iPhones with pros, cons, and affiliate links to stores can bring in up to 50-100 targeted conversions per day.

Important points when writing reviews:

• Write very honestly, noting both the advantages and disadvantages of the product
• Support your theses with facts, characteristics, personal experience of use
• Illustrate the text with high-quality photos and videos of the product
• Add comparison tables with key parameters and prices
• Make reviews as useful as possible by solving customer problems

Informational and educational articles

Many niches offer great opportunities for creating educational and expert content. For example, in the online education niche, you can share tips on choosing courses, reviews of educational platforms, and comparisons of different programming schools.

In the health and beauty niche, you will have relevant articles about skin and hair care, reviews of cosmetic procedures, principles of healthy eating and weight loss. In all these materials, you can organically mention affiliate products and provide links to them.

The advantages of informational articles are that they:

• Work for the long term, attracting traffic for years
• Rank well in search for a large pool of keywords
• Increase your credibility as an expert and audience trust
• Do not contain explicit advertising and are perceived more loyally

Case studies and success stories

Real-life examples and stories are always better than abstract theory. Share your personal experience of using an affiliate product, describe the case of its application in business or everyday life.

For example, let's say you promote a hosting affiliate program and have transferred 50+ customers to it in a year. Write a detailed case study about it:

• How did you choose this niche and why did you choose a particular host?
• What parameters were used to compare different offers on the market
• Which channels of customer acquisition were used and which gave the maximum return
• How did you manage to optimize advertising costs and increase conversion
• What affiliate marketing tricks and techniques worked in this niche

Support the figures with graphs and visualizations, provide screenshots and illustrations of processes. This content format usually looks very convincing and motivates the audience to follow your example.

Recommendations and personal experience

An equally powerful technique is your expert recommendation of a product based on personal experience. It works especially well if you already have a loyal audience on your blog, social media, or email database.

For example, you recorded a detailed video testimonial about an online marketing course that you took yourself. You honestly talked about the strengths of the program, its shortcomings, your impressions, and results. And at the end, we gave an affiliate link to the course for those who want to enroll.

Or you regularly use certain software, services, or applications for your work. You can pack them into a collection of must-have tools with your mini-reviews and referral links. Such content is usually bookmarked and reposted.

Interactive and gamification

Engaging mechanics are a trend in digital marketing in recent years. With their help, brands achieve insane rates of audience engagement in communication. And partners can take note of these techniques.

Gamify user interaction with affiliate content:

• Launch a test quest to find the perfect product with a gift for completion
• Give away a set of business books with affiliate links among subscribers
• Offer your readers the "30 Days Without Sugar" challenge with a link to healthy dietary supplements
• Hold a vote for the best product of the month in the desired category
• Organize a raffle for a valuable prize among those who place an order via your link

There is a lot of imagination and tools here - from simple Google forms to beautiful quizzes on Riddle or Apperwall. Provide your audience with interesting mechanics instead of banal advertising, and sales will grow by themselves.

Analytics and optimization of affiliate campaigns

Monitoring business performance and timely strategy adjustments is the key to long-term success in affiliate marketing. Without measurements, you run the risk of optimizing and scaling deliberately unprofitable activities.

Key performance indicators (KPIs)

It is important to track the following metrics for affiliate marketing:

1. Income - the sum of your commissions for the period minus refunds and refunds.
2. Cost - the sum of advertising and traffic acquisition costs for the same period.
3. Profit is the difference between income and expenses. It can be either positive or negative. The formula: Profit = Income - Cost.
4. Return on investment (ROI) is the percentage of return on funds invested in a campaign. It is calculated by the formula: ROI = (Profit / Cost) * 100%. For example, if you spent $200 on advertising and earned $300 in commissions, your ROI will be 50%.
5. Clicks - the number of times users click on your affiliate links.
6. Click-through rate (CTR) - the percentage of people who clicked on the link out of the total number of people who saw the ad. Formula: CTR = (Clicks / Impressions) * 100%, where Impressions is the number of impressions.
7. Conversion rate (CR) is the percentage of visitors who performed the targeted action on the advertiser's website out of the total number of those who clicked on the link. Formula: CR = (Conversions / Clicks) * 100%.
8. Average Order Value (AOV) - the average order amount that users who came from you make on the advertiser's website. Formula: AOV = Revenue / Number of Orders.

Monitor these metrics over time by day, week, and month. Compare the performance of different campaigns and platforms with each other. This will help you find growth points and cut costs.

Web analytics tools

To collect all the data you need for performance analysis, set up the right web analytics system on your website and in your ad campaigns. The following tools are suitable for this purpose:

• Google Analytics is one of the most functional and free services. It can build sales funnels, count conversions, and show user paths. For affiliate links, you can set up utm tags and track conversions from different sources in terms of campaigns, ads, and keywords.
• Google Tag Manager is a tag management system for websites. It allows you to quickly add various counters to your pages and integrate third-party services without the help of a programmer. You can track clicks on affiliate links, transitions between pages, and form submissions.

Ideally, you should link your website statistics systems, advertising platforms, and affiliate networks. Then you will have the most complete and reliable picture of the entire sales chain.

A/B testing of affiliate links and landing pages

Even small changes in ad text, button design, and headlines can lead to a noticeable increase in conversion. Therefore, be sure to test different variants of your affiliate materials.

For example, you have a review of three similar products from Aliexpress with links. Make two versions of this article with different headlines, lists of pros and cons, and calls to action. Show the first version to half of your traffic and the second to half. See which one generates more clicks and purchases.

The following services are suitable for split tests:

• Google Optimize
• VWO
• Optimizely
• AB Tasty

Optimize traffic sources

Track which channels of audience engagement give you the highest return on sales and profit. Based on this data, reallocate marketing budgets and efforts.

For example, if SEO traffic brings you 60% of all commissions, while Instagram brings you only 5%, it makes sense to focus on website development and search engine promotion. Conversely, if Facebook ads generate the bulk of your revenue, tweak its settings and scale up.

To assess the quality of traffic by source, compare:

• Bounce rate
• Browsing depth
• Time on the site
• Conversion to clicks
• The cost of attracting a visitor
• Revenue and ROI