Response: Certainly, Avi. To measure the success of the SEO and PPC campaigns, we focused on several key metrics and KPIs that provided a clear picture of their effectiveness.

For the PPC campaign, we closely monitored:
- **Click-Through Rate (CTR):** This helped us understand how well our ads were resonating with the target audience.
- **Cost Per Acquisition (CPA):** This was crucial in determining the efficiency of our ad spend and ensuring we were acquiring customers at a sustainable cost.
- **Conversion Rate:** We tracked how many clicks were converting into actual sales, which was a direct indicator of the campaign’s success.

For SEO, we focused on:
- **Organic Traffic Growth:** We measured the increase in traffic coming from search engines as a result of our keyword optimization efforts.
- **Bounce Rate:** This helped us assess the quality of the traffic and whether visitors were finding the content relevant.
- **Average Session Duration and Pages per Session:** These metrics gave us insights into user engagement and how effectively the content was keeping visitors on the site.
- **Conversion Rate from Organic Traffic:** This was key in understanding how well the SEO efforts were translating into actual sales.

By regularly analyzing these metrics, we were able to refine our strategies, optimize the campaigns, and ensure that both SEO and PPC were driving meaningful traffic and contributing to increased sales and customer engagement.