Developing Ad Managment software (PPCCPC)

Good Time

I want to Develop my own Ad management system Pay per click like : http://ift.tt/1hGwYmt pay per click ads

but i don't know for calculating Pay per click (P P C), also called cost per click, CTR ,CPA,C P M ....

i must to develop my own web analytic s? if so which technologies i must to use, or if i must to use open source soft wares like( P iwik is a free and open source web analytic )s application and customize it ?

thanks a lot