Click-back rate

In this series of exercises, we're going to dive more deeply into data associated with the paid social channel. A paid social funnel consists of:

• Impressions: how many people are served the ad
• Follows: how many people begin to follow an account if prompted by the ad
• Clicks: how many people visit the ad
• Visits: how many people spend time on the landing page of the ad
• Purchases: number of actual purchases made (in this case, in the same session as clicking on the ad)

In this next series of exercises, we'll look at different parts of the funnel.