Facebook CPA

cpa

Overview

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

📘

Facebook CPA = Facebook Ad Spend / Facebook-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
Facebook Ads = where channel = 'facebook-ads'

Insights and Actions

Facebook CPA is a key indicator of the cost-effectiveness of your Facebook ads in acquiring paying customers:

• Optimize Audience Targeting: Analyze CPA by audience segment to identify which groups provide the lowest cost per acquisition, and focus ad spend on those segments.
• Enhance Creative Efficiency: Experiment with different ad formats and creatives to reduce CPA and improve the efficiency of customer acquisition.
• Reallocate Budget: Direct ad spend towards campaigns and ad sets with lower CPA to improve the overall return on investment.
• Test Offers and Landing Pages: Use CPA as a measure to evaluate the effectiveness of your offers and landing pages. A higher CPA may indicate the need for more compelling offers or improved landing page performance to convert visitors into customers.

Example Use

Prompt

What's my Facebook CPA over the last 30 days?

Response

Query

SQL

SELECT
  a.channel AS channel,
  COALESCE(SUM(a.spend) / NULLIF(SUM(a.conversions), 0), 0) AS cpa
FROM
  ads_table AS a
WHERE
  a.channel = 'facebook-ads'
  AND a.event_date BETWEEN CURRENT_DATE() - 30 AND CURRENT_DATE()  - 1
GROUP BY
  a.channel
ORDER BY
  cpa DESC;