Operational advertising success control consists of accompanying and success-related control 1 Theis, Hans-Joachim (2007): Erfolgreiche Strategien und Instrumente inHandelsmarketing // Erfolgreiche Strategien und Instrumente im Handelsmarketing. 2.Aufl. Frankfurt am Main 2007. .

The accompanying monitoring involves checking the implementation of advertising activities as well as the activities of competitors. Online advertising activities should be designed in such a way as to allow for timely data collection and adjustment 2 Jeffery, Mark (2010): Data-driven marketing. The 15 metrics everyone in marketingshould know. Hoboken, N.J: John Wiley. o.O. 2010. .

The following indicators are used for performance-related monitoring in online advertising:

Impressions (also “AdImpressions” or “AdViews”) for ad contact 3 Fritz, Wolfgang (2005): Tendenzen im Internet-Marketing 1995 - 2005. Braunschweig2005.

CTR (“Click-Through Ratio”) stands for the ratio of clicks to ad impressions2 Jeffery, Mark (2010): Data-driven marketing. The 15 metrics everyone in marketingshould know. Hoboken, N.J: John Wiley. o.O. 2010.. This metric is used to measure the effectiveness of the advertising message.

TCR (“Transaction conversion rate”) for the ratio of purchases to clicks

ROA (“Return on ad dollars spent”) is the ratio of advertising expenditure to the additional revenue generated as a result.

CPO (“Cost Per Order”) is the ratio of advertising costs to the number of orders.