Criteo CPA

cpa

Overview

Criteo Cost per Acquisition (Criteo CPA) measures the total Criteo advertising cost required to acquire one paying customer.

📘

Criteo CPA = Criteo Ad Spend / Criteo-Reported Conversions

The calculation is based on data from the Ads table.

Detailed breakdown

The formula above is derived from the following components:

Ad Spend = SUM(spend) --> Ads table
Channel-Reported Conversions (Purchases) = SUM(conversions) --> Ads table
Criteo Ads = where channel = 'criteo'

Insights and Actions

Criteo Cost per Acquisition (Criteo CPA) reveals how much you spend on Criteo ads to gain one paying customer, helping you evaluate the cost-efficiency of your ad spend:

• Evaluate Cost Efficiency: A high CPA may indicate inefficient spending. Consider refining ad targeting or adjusting bids to lower acquisition costs.
• Optimize Campaign Budget: Use CPA trends to inform budget allocation. Increase spend on campaigns with low CPA and promising returns.
• Refine Audience Segments: If CPA varies significantly across audience segments, focus resources on audiences that yield lower acquisition costs.

Related Metrics

• Criteo Conversions: Tracks the total conversions driving your CPA metric, helping you understand the volume of acquisitions.
• Criteo Ad Spend: Provides context for total ad spend, which directly impacts CPA calculations.
• Criteo Return on Ad Spend (Criteo ROAS): Complements CPA by showing revenue generated per dollar spent, offering a holistic view of campaign profitability.

Example Use

Prompt

What's my Criteo-reported CPA for the last 30 days?

Response

Query

SQL

SELECT
  pjt.channel AS channel,
  COALESCE(
    SUM(pjt.spend) / NULLIF(SUM(pjt.channel_reported_conversions), 0),
    0
  ) AS cpa
FROM
  pixel_joined_tvf () AS pjt
WHERE
  pjt.model = 'Triple Attribution'
  AND pjt.channel = 'criteo'
  AND pjt.event_date BETWEEN CURRENT_DATE() - 30 AND CURRENT_DATE()  - 1
GROUP BY
  pjt.channel;