Summary  
This chapter explains how to define and collect key performance metrics and run A/B tests to compare different versions, using the results to iteratively optimize system parameters for better outcomes.

General domain of usage  
Pay-per-click advertising (PPC campaign optimization)

**PPC Metrics**:
- **CTR** measures ad effectiveness in attracting clicks;
- **CPC** tracks cost per individual click, influencing budget efficiency;
- **CPA** evaluates the cost of acquiring new customers, guiding overall campaign improvements.

**Optimizing ROI**:
- Refine keywords to focus on high-performing, specific terms;
- Test ad copy variations to find the most compelling messages;
- Improve landing pages to ensure alignment with ads and encourage conversions;
- Adjust bids based on performance data to maximize returns.

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Ad Performance Optimization: Key Metrics & A/B Testing