They are as follows: Click-Through-Rate or CTR- It’s a Google algorithm that refers to the number of clicks on a certain link displayed on Google. For instance, when Google showed a link 1000 times and that clicked 100 times. The CTR is 10%. Cost-Per-Acquisition or CPA- It refers to the number of funds acquired to convert a click into a purchase. You need to ensure that you won’t spend higher on every client if the rate of conversion is slower than the fund spent. Cost-Per-Click or CPC- CTR has an impact on CPC. It is the amount you are paying when your ad is showing on the internet. You need to develop your CTR to have a lower CPC for your highest benefit. Conversion Rate or CR- CR is the rate of the CPA because this percentage shows you how much you’ve earned by running the ad online. You can improve it by improving your website, landing page, UI/UX i.e. user interface/ user experience, and loading speed.