Visitors
Count real visits to the specific campaign page. This is the starting point for every later percentage, but it should never be treated as success by itself.
Clicks to the next step
Measure how many visitors continue from the bridge or information page. A weak rate can indicate that the promise, audience or next action is unclear.
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Opt-ins or registrations
Record the number of people who voluntarily take the requested step. Divide this by visitors to create a conversion rate you can compare across tests.
Sales or paid actions
Track revenue separately from signups. A campaign can generate activity without becoming profitable, especially when free registrations are easy.
Total campaign cost
Include advertising credits when they have a real cost, purchased traffic, tools and production. Good decisions require both the outcome and what it took to obtain it.
A responsible next step
Use this guide to identify one action you can complete and document. Avoid changing everything at once. A small test with clear records usually teaches more than a large campaign built on assumptions.