Getting an ROI through your PPC campaigns

Regardless of how long you have been in the PPC game, you may not have heard of IPU.  This term is a Shoemoney original acronym, but is a good one and should have been thought of earlier.
IPU stands for "Income Per Unique" visitor.  IPU measures the amount of money you make per unique visitor to your website.  This is especially helpful if you know exactly where your website traffic comes from.

How about an example.  Let's say my widget site had 4,000 unique visitors for the month of June.  During the month of June, I made a total of $400 from Adsense, Commission Junction, and Adbrite.

If I took the total money earned, $400, and divided the total uniques (unique visitors), 4,000, into the $400, I would come up with $.10 per visitor, or $.10 IPU (income per unique).

This statistic is helpful when you are buying traffic that isn't highly targeted.  Knowing that you earn $.10 IPU, you know you can pay less than that number and still make a profit!