MNTN CPA

cpa

Overview

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

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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

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 = 'mountain'
  AND pjt.event_date BETWEEN CURRENT_DATE() - 30 AND CURRENT_DATE()  - 1
GROUP BY
  pjt.channel;