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smma/metrics_analysis.md

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+# Metrics Analysis 📊
+
+## Click-Through Rate (CTR) 📈
+- **Average CTR**: 4.74%
+- **Median CTR**: 3.58%
+- **Standard Deviation of CTR**: 9.33
+
+## Cost Per Click (CPC) 💸
+- **Average CPC**: $0.91
+- **Median CPC**: $0.19
+- **Standard Deviation of CPC**: $2.21
+
+## CTR and CPC by Age and Gender 🧑👩
+|                      |   CTR (all) |   CPC (cost per link click) |
+|:---------------------|------------:|----------------------------:|
+| ('18-24', 'female')  |    12.0719  |                   0.122965  |
+| ('18-24', 'unknown') |     9.81879 |                   0.0724817 |
+| ('45-54', 'female')  |     7.9623  |                   0.424197  |
+| ('65+', 'female')    |     7.76126 |                   0.885667  |
+| ('55-64', 'female')  |     6.98624 |                   0.766444  |
+| ('35-44', 'female')  |     5.96382 |                   1.42138   |
+| ('35-44', 'unknown') |     5.70579 |                   0.196234  |
+| ('65+', 'unknown')   |     5.16664 |                   0.190216  |
+| ('25-34', 'unknown') |     5.02431 |                   0.209776  |
+| ('45-54', 'unknown') |     4.99337 |                   0.164892  |
+| ('55-64', 'unknown') |     4.52903 |                   0.177697  |
+| ('25-34', 'female')  |     4.0544  |                   0.308196  |
+| ('45-54', 'male')    |     3.68302 |                   1.14571   |
+| ('55-64', 'male')    |     3.4932  |                   0.941405  |
+| ('65+', 'male')      |     3.4539  |                   1.56317   |
+| ('25-34', 'male')    |     2.77078 |                   0.814206  |
+| ('35-44', 'male')    |     2.56635 |                   1.89056   |
+| ('18-24', 'male')    |     1.92498 |                   0.538696  |
+
+
+## Correlation Analysis 🔍
+|                           |   CTR (all) |   CPC (cost per link click) |      Reach |   Impressions |   Clicks (all) |
+|:--------------------------|------------:|----------------------------:|-----------:|--------------:|---------------:|
+| CTR (all)                 |  1          |                  -0.174305  | -0.0217465 |    -0.0162458 |    -0.00428853 |
+| CPC (cost per link click) | -0.174305   |                   1         |  0.0229381 |     0.0037569 |    -0.0365586  |
+| Reach                     | -0.0217465  |                   0.0229381 |  1         |     0.999128  |     0.988359   |
+| Impressions               | -0.0162458  |                   0.0037569 |  0.999128  |     1         |     0.993431   |
+| Clicks (all)              | -0.00428853 |                  -0.0365586 |  0.988359  |     0.993431  |     1          |
+
+
+## Key Insights 🗝️
+- The highest average CTR is observed in the 18-24 female group.
+- The lowest average CPC is observed in the 18-24 unknown group.
+- There is a -0.17 correlation between CTR and CPC.