Varun's response identifies some relevant metrics for measuring the success of SEO and PPC campaigns, such as CTR, CPA, and conversion rates. However, it lacks clarity and specificity in explaining how these metrics were used to evaluate effectiveness. The response feels somewhat fragmented and does not provide a comprehensive view of the measurement process. In contrast, the benchmark response is well-structured and detailed, clearly outlining specific metrics for both PPC and SEO campaigns. It explains the significance of each metric and how they contributed to understanding campaign effectiveness. Varun could improve by providing a more organized and thorough explanation of the metrics used, as well as how they informed strategy adjustments.