Online ads is a broad category. It includes social media, display ads, re-targeting ads, and paid search ads. Social media adverts are hard to measure in terms

Online ads is a broad category. It includes social media, display ads, re-targeting ads, and paid search ads. Social media adverts are hard to measure in terms of ROI. At my workplace we have found a way to measure profitability for paid per click ads. We can optimize to drive more conversions at a cost effective price. Success depends on what one is measuring and what the end goal is. In the sea of data it is easy to get carried away on optimizing and improving front end metrics.