LinkedIn CPA

cpa

Overview

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

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LinkedIn CPA = LinkedIn Ad Spend / LinkedIn-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
LinkedIn Ads = where channel = 'linkedin'

Insights and Actions

LinkedIn Cost per Acquisition (CPA) reveals the cost-effectiveness of your LinkedIn ad campaigns in acquiring paying customers, helping optimize marketing spend:

• Monitor Acquisition Costs: Track CPA over time to ensure customer acquisition remains cost-effective. Rising CPA may signal inefficient campaigns or increased competition.
• Identify High-Value Campaigns: Compare CPA across campaigns to identify the most cost-effective strategies and allocate more budget to them.
• Refine Targeting Strategies: A high CPA might indicate that your ads are not reaching the right audience. Adjust targeting criteria to improve conversion efficiency.

Related Metrics

• LinkedIn Conversions (Purchases): Provides the total number of conversions, a critical input for calculating and interpreting CPA.
• LinkedIn ROAS: Complements CPA by showing revenue generated per dollar spent, helping assess overall campaign profitability.
• LinkedIn Ad Spend: Tracks the total investment in LinkedIn ads, offering insight into budget allocation and efficiency.

Example Use

Prompt

What's my LinkedIn-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 = 'linkedin'
  AND pjt.event_date BETWEEN CURRENT_DATE() - 30 AND CURRENT_DATE()  - 1
GROUP BY
  pjt.channel;