What Every Multichannel Merchant Should Know About Paid Search Performance Audits

* CPC — “cost per click” — ad cost divided by clicks;

* CPM — “cost per 1,000 impressions” — ad cost divided by impressions multiplied by 1,000;

* CTR — “clickthrough rate” — clicks divided by impressions;

* CONV — “conversion rate” — orders divided by clicks;

* SPC — “sales per click” — sales divided by clicks; and