Number of clients

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Departed clients
Unfortunately, customers tend to not only come, but also leave. You can't influence this in any way, despite your strong desire to keep the customer longer. The situation is aggravated by competitors who are trying to take away your regular customers.

To calculate this indicator, you need to know the time after which a customer can be considered lost. You also need to determine after what period you can definitely classify a customer who has not made a purchase for a long time as one who has a chance to return.

For this purpose, it is worth thinking about creating a whole complex of marketing activities aimed at activating the departed customers. Remember that customers leave for some good reason.

CTR
If you work closely with online advertising, you should definitely take into account such an indicator as click-through rate (CTR). It is defined as the ratio of clicks on an advertising link to the number of ad impressions.

This term is usually encountered when discussing contextual and targeted advertising. It is by this parameter that different advertising campaigns are often compared. In general, it can be used to judge the relevance of advertising and the interest of the target audience in it.

However, as with conversion, you shouldn't blindly trust this indicator, since too high a value does not always indicate success. Sometimes even a large number of clicks does not give the corresponding return in completed orders.

The CTR should be kept within such limits that the maximum number of visitors who click on the link turn into leads.

Cost per click
Each click on an advertising message lawyer email list costs a certain amount of money, included in the budget. Now there is a tendency to refuse payment for impressions in favor of payment for transitions. That is why the frequency of clicks on advertising directly affects advertising costs. And for the same reason, the cost of one click is one of the most important indicators.

Knowing this parameter also allows you to determine the profitability of each lead, or, in the best case, an existing client.

An incorrectly configured advertising campaign will ultimately lead to very expensive clicks. There are known cases when a click on a link cost the advertiser 600 rubles. Professionals also talk about a price of 2,000 rubles per click.


This is one of the main indicators by which managers and business owners like to evaluate the effectiveness of a business. As a rule, the number of clients is determined without fail.

It is generally accepted that the marketer's job is only to attract customers. Therefore, managers blame the marketing department first of all for the lack of clients, although this department is not always solely responsible.

Most often, the indicator is calculated using a primitive formula: number of clients = number of sales. The fact that both new and existing clients can buy is not taken into account. In this regard, it is better to count separately new clients who have not yet bought anything, and separately old buyers who have made one purchase before. But the result will be visible only if you have a configured CRM.

Average bill
In the case of a small volume of goods, determining this indicator will not be difficult. The situation becomes more complicated when there are many goods and the clientele is quite diverse in status. Nevertheless, even in this case, the average check not only can, but should be calculated, because it will give you valuable information about the quality of the target audience and the degree of customer motivation to purchase a more expensive product.

Typically, this indicator is regulated by the sales department, but marketers also take part in this process. Among the recommended tools for managing the average check, it is worth noting the "magnet on top", up-sell and cross-sell, bundle and correct display of the current price. There are other working options that do not require additional monetary investments.