Outbrain CPA

cpa

Overview

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

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Outbrain CPA = Outbrain Ad Spend / Outbrain-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
Outbrain Ads = where channel = 'outbrain'

Insights and Actions

Outbrain CPA provides insight into the cost efficiency of your ad spend by showing the average cost to acquire a customer. Monitoring CPA helps ensure you're optimizing budgets for profitable customer acquisition.

• Assess Cost Efficiency: A high CPA may indicate that customer acquisition is becoming too costly. Consider adjusting targeting or ad creatives to improve conversion rates.
• Optimize Budget Allocation: If CPA is low and sustainable, consider scaling ad spend on campaigns with proven acquisition efficiency.
• Improve Conversion Rates: Consistently high CPA could suggest low conversion rates. Experiment with different call-to-action strategies or adjust landing pages to enhance conversion performance.

Related Metrics

• Outbrain Ad Spend: Tracks total spending, offering context to evaluate CPA against overall budget.
• Outbrain Conversions: Provides insight into the volume of conversions, helping assess if CPA aligns with desired acquisition goals.
• Outbrain ROAS: Helps verify if revenue generated from conversions justifies the CPA, ensuring campaigns are profitable relative to spend.

Example Use

Prompt

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