MNTN CPV

Overview

MNTN Cost per Visit (MNTN CPV) measures the total MNTN advertising cost to achieve one customer visit.

📘

MNTN CPV = MNTN Ad Spend / MNTN-Reported Visits

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 Visits = SUM(visits) --> Ads table
MNTN Ads = where channel = 'mountain'

Insights and Actions

MNTN Cost per Visit (CPV) provides insight into the cost-effectiveness of bringing users to your site through MNTN ads, helping to assess the efficiency of your ad spend in driving visits:

• Evaluate Visit Efficiency: A high CPV may suggest that campaigns are not effectively driving traffic. Adjust ad targeting, messaging, or placement to lower CPV and improve traffic quality.
• Optimize Ad Spend Allocation: Compare CPV with other channels to determine which platform brings visits at a lower cost, guiding budget adjustments for higher ROI.
• Analyze Conversion Potential: Pair CPV with metrics like Conversion Rate to assess if visits are translating into sales, identifying potential areas to enhance visitor engagement.

Related Metrics

• MNTN Conversion Rate: Complements CPV by indicating how effectively visits convert to sales, providing a fuller picture of ad performance.
• MNTN Click-Through Rate (CTR): Tracks user interest in your ads, helping to pinpoint if CPV is high due to low engagement.
• MNTN Ad Spend: Allows you to keep an eye on total spending, ensuring that cost-per-visit remains within budget.

Example Use

Prompt

What's my MNTN-reported CPV for the last 30 days?

Response

Query

SQL

SELECT
  COALESCE(
    SUM(p.spend) / NULLIF(SUM(p.channel_reported_visits), 0),
    0
  ) AS cpv
FROM
  pixel_joined_tvf () AS p
WHERE
  p.event_date BETWEEN CURRENT_DATE() - 30 AND CURRENT_DATE()  - 1
  AND p.channel = 'mountain'
  AND p.model = 'Triple Attribution'