Data Dictionary

Facebook CPOC

cpoc

Overview

Facebook CPOC (Cost Per Outbound Click) measures the cost associated with each click that leads from a Facebook ad to an external website.

📘

Facebook CPOC = Facebook Ad Spend / Facebook Outbound Clicks

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
Outbound Clicks = SUM(outbound_clicks) --> Ads table
Facebook Ads = where channel = 'facebook-ads'

Insights and Actions

Facebook CPOC helps you understand the cost-effectiveness of your Facebook ads in driving traffic to external sites:

  • Monitor Cost Efficiency: Track CPOC to ensure you're spending efficiently on Facebook ads. A high CPOC might indicate wasted ad spend or ineffective targeting.
  • Improve Ad Performance: Identify ads with a lower CPOC and replicate their content and targeting strategies in future campaigns to drive more cost-effective clicks.
  • Adjust Budget Allocation: Redirect budget toward ads, ad sets, or audiences with lower CPOC to maximize your return on ad spend.
  • Evaluate Audience Quality: Use CPOC in conjunction with conversion data to assess whether outbound clicks are leading to meaningful actions (e.g., purchases or sign-ups), ensuring you're attracting high-quality traffic.

Example Use

Prompt

What was the Facebook CPOC for yesterday?

Response

Query

SELECT
  COALESCE(SUM(a.spend), 0) / NULLIF(SUM(a.outbound_clicks), 0) AS cpoc
FROM
  ads_table AS a
WHERE
  a.event_date = DATE_SUB(CURRENT_DATE(), INTERVAL 1 DAY)
  AND LOWER(a.channel) = 'facebook-ads'

Updated 3 months ago