Search Engine Optimization Toolbox: "Make Sense of the Metrics Morass
ClickZ, Nov. 27, 2002
http://www.clickz.com/search/opt/article.php/1548781
A rundown on the key stats that search engine marketers should consider when evaluating the success of their campaigns. You've probably heard of ROI, but do you know your CPO, CPA and ROAS?"

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