As a marketer, you should know how much you spend to get each click on one of your ads. That basic cost per click (CPC) metric is at the core of digital advertising.
The lower the cost per click, the better, because it means that you’re driving more traffic to your website at a lower total advertising cost.
But if you really want to understand how your CPC relates to business success, the other thing you should work to understand is what a click is worth. Once you know what each click is worth, or a “revenue per click”, then you know how effective you are at turning those clicks into customers.