MNTN CPA
cpa
Overview
MNTN Cost per Acquisition (MNTN CPA) measures the total MNTN advertising cost required to acquire one paying customer.
MNTN CPA = MNTN Ad Spend / MNTN-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
MNTN Ads = where channel = 'mountain'
Insights and Actions
MNTN Cost per Acquisition (CPA) highlights the advertising cost required to acquire one paying customer, offering insight into the efficiency of your ad spend:
- Monitor Acquisition Costs: High CPA may indicate inefficiencies in targeting or ad content. Consider adjusting audience targeting or creative elements to bring costs down.
- Compare CPA Across Channels: Benchmark MNTN CPA against other platforms to evaluate where ad spend is most cost-effective, helping to inform budget allocation decisions.
- Assess Campaign Viability: If CPA is consistently high without a corresponding increase in revenue, reevaluate the campaign's structure or messaging to improve performance.
Related Metrics
- MNTN ROAS: Provides context on whether the revenue from conversions justifies the CPA, giving a more comprehensive view of campaign profitability.
- MNTN Conversion Value: Shows the total revenue generated, helping to evaluate if the conversions acquired at the current CPA are profitable.
- MNTN Impressions: Tracks reach and can help identify if high CPA is due to low reach, indicating potential issues with ad visibility.
Example Use
Prompt
What's my MNTN-reported CPA for the last 30 days?
Response
Query
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 = 'mountain'
AND pjt.event_date BETWEEN CURRENT_DATE() - 30 AND CURRENT_DATE() - 1
GROUP BY
pjt.channel;
Updated 25 days ago