2.        Do you know what your acceptable CPA is?

a.        Yes – Correct. If you know this you are on the ball! [CPA or Cost Per Acquisition is one of the key metrics to determine if your investment in your Internet marketing is profitable or not.]  It’s basically knowing how much money you make from the visits to your site and comparing it to what you spent. There are three variations that are critical. If you have an ecommerce site you will know exactly who bought what and how much you made per customer. If the site generates leads you need to analyze how many of the leads turn into customers on average. If you generate income from page views you will want to analyze the number of impressions and how many pages a user views. 

b.        No – Incorrect. Don’t despair, as many companies don’t get this one right. Often firms simply throw money at the Internet, without knowing what they should be getting back. We never ask a client to spend money on a campaign unless we know how it’s going to generate a profitable return.