Cost per Impression (CPI), Cost per Click (CPC), and Cost per Order (CPO)

In the previous lesson, key digital marketing cost metrics were introduced: cost per impression (CPI), cost per click (CPC), and cost per order (CPO). Let’s consider the following simple example to calculate these three cost effectiveness indicators.

Setting

An Internet retailer spent €24,000 on online advertising and generated 1.2 million impressions, which led to 20,000 clicks, with 1 in 10 clicks resulting in a purchase.