Taboola CPA

cpa

Overview

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

📘

Taboola CPA = Taboola Ad Spend / Taboola-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
Taboola Ads = where channel = 'taboola'

Insights and Actions

Taboola CPA helps gauge the cost-effectiveness of acquiring a customer through Taboola ads, offering insights on budget allocation and campaign profitability:

• Evaluate Campaign Efficiency: If CPA is high, assess the cost against the revenue from acquired customers. Adjust budgets or bids for better efficiency.
• Optimize Targeting: High CPA may indicate ineffective targeting. Refine your audience to reach users more likely to convert at a lower cost.
• Enhance Ad Creative: Low engagement and high CPA might signal a need for more compelling ad content. Experiment with creative elements to drive conversions.

Related Metrics

• Taboola ROAS: Complements CPA by showing revenue return relative to ad spend, ensuring that CPA aligns with profitability goals.
• Taboola Clicks: Provides insight into engagement levels. If clicks are high but conversions are low, consider revisiting the landing page experience.
• Taboola Conversion Rate: Helps assess how effectively visits turn into conversions, indicating the quality of the traffic driven by ads.

Example Use

Prompt

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