Taboola CPV

Overview

Taboola Cost per Visit (Taboola CPV) measures the total Taboola advertising cost to achieve one customer visit.

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Taboola CPV = Taboola Ad Spend / Taboola-Reported Visits

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 Visits = SUM(visits) --> Ads table
Taboola Ads = where channel = 'taboola'

Insights and Actions

Taboola Cost per Visit (CPV) highlights the cost-effectiveness of driving visitors to your site through Taboola ads, offering insights into how efficiently your budget is spent on traffic:

• Optimize Ad Spend: If CPV is high, evaluate ad placements and creative to attract more cost-effective clicks. Test different targeting and formats to improve efficiency.
• Evaluate Traffic Quality: While a low CPV is desirable, ensure that traffic quality aligns with your business goals by reviewing conversion rates alongside CPV.
• Adjust Bidding Strategy: A persistently high CPV may indicate a need to refine bidding strategies, focusing on placements that attract engaged visitors at a lower cost.

Related Metrics

• Taboola Visits: Tracks the total traffic generated, providing a fuller view of CPV performance and helping you assess if higher traffic correlates with conversions.
• Taboola Conversions: Examines whether visits driven by Taboola are converting, offering insight into traffic quality relative to CPV.
• Taboola Ad Spend: Keeps track of total investment, essential for understanding how overall spend impacts CPV and return on investment.

Example Use

Prompt

What's my Taboola-reported CPV for the last 30 days?

Response

Query

SQL

SELECT
  COALESCE(
    SUM(p.spend) / NULLIF(SUM(p.channel_reported_visits), 0),
    0
  ) AS cpv
FROM
  pixel_joined_tvf () AS p
WHERE
  p.event_date BETWEEN CURRENT_DATE() - 30 AND CURRENT_DATE()  - 1
  AND p.channel = 'taboola'
  AND p.model = 'Triple Attribution'