Taboola CPM (vCPM)

cpm

Overview

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

📘

Taboola CPM = (Taboola Ad Spend / Taboola 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
Taboola Ads = where channel = 'taboola'

Insights and Actions

Taboola CPM provides insight into the cost efficiency of your ad impressions on Taboola, helping to evaluate budget allocation and audience reach:

• Assess Reach Efficiency: High CPM may indicate that your ads are costly relative to impressions. Consider adjusting bid strategies or targeting to reach a broader audience at a lower cost.
• Optimize Audience Targeting: If CPM is high in certain segments, refining targeting could lower costs and expand reach.
• Evaluate Ad Placement: Different placements may yield varying CPMs. Experimenting with placements can help reduce costs without sacrificing reach.

Related Metrics

• Taboola Impressions: Provides context for CPM by showing the total reach. Low impressions with high CPM could indicate limited audience targeting.
• Taboola Clicks: Helps assess engagement alongside CPM, as higher clicks at a lower CPM can indicate cost-effective campaigns.
• Taboola ROAS: Complements CPM by measuring return on ad spend, ensuring that the cost per 1,000 impressions aligns with overall profitability.

Example Use

Prompt

What's my Taboola CPM for yesterday?

Response

Query

SQL

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