Snapchat CPA

cpa

Overview

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

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Snapchat CPA = Snapchat Ad Spend / Snapchat-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
Snapchat Ads = where channel = 'snapchat-ads'

Insights and Actions

Snapchat Cost per Acquisition (CPA) helps you track how much you're spending to acquire a paying customer through Snapchat Ads. Monitoring this metric is essential for understanding the efficiency of your advertising campaigns:

• Evaluate Customer Acquisition Cost: Use CPA to see if you're acquiring customers at a sustainable rate. A rising CPA might signal the need to adjust your ad strategy.
• Optimize Campaign Budgets: High CPA may suggest reallocating budget to better-performing channels or focusing on more targeted campaigns to reduce costs.
• Test and Adjust Targeting: If CPA is higher than expected, test different audience segments to find a more cost-effective group for customer acquisition.

Related Metrics

• Snapchat ROAS: Offers a full view of how much revenue is being generated relative to your ad spend, providing a deeper understanding of campaign profitability.
• Snapchat Conversions: Helps you track the number of successful customer acquisitions and assess whether targeting or creative tweaks are improving performance.
• Snapchat Ad Spend: Provides context on the total investment in Snapchat Ads, allowing you to correlate spending with CPA and overall ROI.

Example Use

Prompt

What's my Snapchat-reported CPA over the last 30 days?

Response

Query

SQL

SELECT
  a.channel AS channel,
  COALESCE(SUM(a.spend) / NULLIF(SUM(a.conversions), 0), 0) AS cpa
FROM
  ads_table AS a
WHERE
  a.channel = 'snapchat-ads'
  AND a.event_date BETWEEN CURRENT_DATE() - 30 AND CURRENT_DATE()  - 1
GROUP BY
  a.channel
ORDER BY
  cpa DESC;