Return on investment
The relative Cost Per Arrival of acquiring customers through advertising, search and Social Media Publishing
| Network advertising campaign | Search PPC campaign | Social Media Publishing | |
| CPC | £2-5 | 20-80p | 5-40p |
| Free return visit? | No | No | Yes |
| Multiple visits | No | No | Yes |
| Reason to engage | Extra | Extra | Included |
| Daily editorial | Extra | Extra | Included |
| Content distribution | Extra | Extra | Included |
| Community engagement | Extra | Extra | Included |
| Site hosting and maintenance | Extra | Extra | Included |