yeah, you cant compare ratio, depends on your CTR if its 1% or 15%, depends if the sponsor count 1st or 2nd page uniques. You even cant compare sales to different sponsors, because mostly they have different prices, some have cheap trial, some dont. $$$ is what matters in the end, but if you know your stats, ratio can be important. If you know you do 1:500 on 1st page uniques with a 5% CTR and then have a worse ratio, you know smt is wrong.
