Google CPA

cpa

Overview

Google Cost per Acquisition (CPA) measures the total cost incurred through Google advertising to acquire a paying customer.

📘

Google CPA = Google Ad Spend / Google-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
Google Ads = where channel = 'google-ads'

Insights and Actions

Google CPA is a vital metric for understanding how efficiently your Google Ads are driving customer acquisitions:

• Optimize Audience Targeting: Use CPA to identify audience segments that result in lower acquisition costs, and focus ad spend on these segments to improve profitability.
• Enhance Ad Creative: Experiment with different ad creatives to reduce CPA, identifying which formats, messages, or visuals lead to more cost-effective conversions.
• Adjust Budget Allocation: Allocate more budget to campaigns or ad sets with lower CPA to maximize return on ad spend and improve overall acquisition efficiency.
• Refine Conversion Funnel: If CPA is high, it may indicate inefficiencies in your conversion funnel. Use this data to optimize landing pages, product offers, and calls-to-action to increase conversions while lowering acquisition costs.

Example Use

Prompt

What's my Google 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 = 'google-ads'
  AND a.event_date BETWEEN CURRENT_DATE() - 30 AND CURRENT_DATE()  - 1
GROUP BY
  a.channel
ORDER BY
  cpa DESC;