Return on Google Advertising

The table below contains some top-level online results of a few websites that has invested in Google advertising. Your task is to determine how well they have performed and whether they should continue.



Site A Site B Site C
Impressions 10,000 10,000 10,000
CTR 10% 5% 1%
Site visitors 1,000 500 100
Conversion rate 1% 5% 10%
Actions completed by visitors 10 25 10



  1. Why does Site A and Site C have the same number of actions completed, yet their other metrics are quite different? What are their respective strengths and weaknesses?
  2. Based on these results, which website has performed the best? The worst?
  3. What general advice would you have for each of them?