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The lower the indicator, the better. Cost per acquisition cpa : amount spent for each conversion from sea. To optimize the analysis of your results, you must combine google ads and google analytics . Combining the two tools allows you to have a vision of certain kpis. Finally, here is a checklist of the advantages of paid referencing : generation of new leads improved visibility increase in awareness accuracy of targeting the target audience for your website agile management of your online advertising budgetyou are new to google analytics and, at first, the presentation of the tool may scare you! Don't panic, we explain the steps to follow to master the fundamentals of google analytics : what are its advantages, how to create and configure your account, track essential data of your website.