Snapchat CPM

cpm

Overview

Snapchat Cost Per Mille (Snapchat CPM) measures the Snapchat-reported cost per 1,000 Snapchat ad impressions.

📘

Snapchat CPM = (Snapchat Ad Spend / Snapchat Impressions) x 1000

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
Clicks = SUM(impressions) --> Ads table
Snapchat Ads = where channel = 'snapchat-ads'

Insights and Actions

Snapchat Cost Per Mille (CPM) helps you understand how much you're spending for every 1,000 ad impressions on Snapchat, which is key to measuring cost efficiency and optimizing your ad spend:

• Optimize Ad Spend: Use Snapchat CPM to assess whether you are paying an efficient price for your ad reach. A higher CPM might suggest that you need to refine your audience or bidding strategy.
• Adjust Targeting: If your CPM is rising, it could be a signal to narrow down your audience or test different demographics to find a more cost-effective group.
• Test Creative Variations: Low CPM but low engagement may indicate that your ad creative is not resonating. Experiment with new formats and messaging to maximize effectiveness.

Related Metrics

• Snapchat Impressions: Gives context to the reach of your ads, helping you understand how many views are contributing to your total spend.
• Snapchat Clicks: Use this to compare ad engagement against your impressions and spend, allowing for better evaluation of creative performance.
• Snapchat ROAS: Helps you gauge if your ad spend is generating enough revenue to justify the investment, offering a complete picture of ad performance.

Example Use

Prompt

What's my Snapchat CPM for yesterday?

Response

Query

SQL

SELECT
  adt.channel AS channel,
  COALESCE(
    SUM(adt.spend) / NULLIF(SUM(adt.impressions), 0),
    0
  ) * 1000 AS cpm
FROM
  ads_table AS adt
WHERE
  adt.channel = 'snapchat-ads'
  AND adt.event_date = CURRENT_DATE() - 1
GROUP BY
  adt.channel
ORDER BY
  cpm DESC;