Metrics Dictionary

Twitter CPA

cpa

Overview

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

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Twitter CPA = Twitter Ad Spend / Twitter-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
Twitter Ads = where channel = 'twitter-ads'

Insights and Actions

Monitoring Twitter CPA helps you evaluate the cost-effectiveness of your ad campaigns in acquiring new customers. Understanding CPA can guide decisions on budget adjustments and campaign optimization:

  • Evaluate Campaign Efficiency: A high CPA may indicate inefficiencies in your campaign. Pair this with Twitter Conversions to identify if lower conversion rates are driving up costs.
  • Optimize Budget: If CPA is too high, review Twitter Ad Spend and adjust targeting or bid strategy to improve cost efficiency.
  • Test Ad Variations: High CPA with low conversions could signal a need for creative adjustments. Test new ad creatives or different calls to action to reduce acquisition costs.

Related Metrics

  • Twitter Conversions: Provides context for how many acquisitions are contributing to the CPA value, highlighting conversion success.
  • Twitter Ad Spend: Directly influences CPA and can help identify if higher spending is leading to better acquisition outcomes.
  • Twitter ROAS: Complements CPA by revealing if the revenue generated is worth the ad spend, ensuring profitability.

Example Use

Prompt

What's my Twitter-reported CPA for the last 30 days?

Response

Query

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 = 'twitter-ads'
  AND a.event_date BETWEEN CURRENT_DATE() - 30 AND CURRENT_DATE()  - 1
GROUP BY
  a.channel
ORDER BY
  cpa DESC;

Updated 17 days ago