Abstract
The article discusses the use of key performance indicators that allow measuring re-sults and adjusting a company's strategy. The indicators influence the marketing policy of an enterprise, providing companies with the opportunity to effectively attract the target audience and instantly respond to market changes. The table shows the assessment of the attractiveness of advertising for users and its impact on the optimization of ads and budgets, the cost of attracting one user through advertising, audi-ence reach and optimization of targeting settings to increase visibility. The digital marketing tool allows you to assess how fully the site is represented in search engines and determine the effectiveness of using key queries that affect positions in search results. Key performance indicators determine marketing costs, provide an assessment of the long-term value of the client and the growth of the client base and the success of marketing activities. The return on investment indicator measures the effectiveness of content marketing in achieving business goals and the effectiveness of investments in social networks to create brand awareness and conversions. The need for an integrated use of the studied indicators to optimize marketing strategies, capitalize and scaling a business is summarized.
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