In order to succeed in digital marketing and traffic generation, use of certain metrics has become essential. Page views and unique visitors must be graphed. Sources of traffic to the website must be known. The mobile phone as a source of data generation as well as lead conversion must be utilized to the hilt. Click-through Rate works especially well on Google Adwords but can easily be replicated on other platforms. The cost per click is an essential metric to study the return on investment the client is going through.