It’s Time to (Santa) Suit Up…Already
by Isabel Greenfield
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As marketers evolve their ad strategies, there are plenty of metrics used to evaluate the success of their ad campaigns. We are doing a deep dive into the data that every marketer should be tracking. With ROAS, customer lifetime value (CLV), and conversion rate under our belt, it’s time to take a look at the definition of Cost Per Acquisition (CPA), how to calculate it, and why it’s important for marketers.
Cost per acquisition (CPA) is a marketing metric that measures the total cost of a customer completing a specific action. In other words, CPA indicates how much it costs to get a single customer down your sales funnel, from the first touch point to ultimate conversion. That action can be defined as a click, purchase, lead, or a multitude of other options, and will depend on your marketing goals.
To calculate cost per acquisition, divide your campaign spend by the number of customers acquired via that same campaign. The CPA formula can be broken down as:
CPA = Campaign Cost / Conversions
As an example of using this cost per acquisition formula in action, let’s say your campaign cost is $10,000 and ultimately you drove 1,000 conversions. Then by plugging in 10,000 / 1,000, your CPA will be $10.
There is unfortunately not a standard benchmark that you can measure your own cost per acquisition against. Your CPA calculation will ultimately vary based on whatever industry, products, and prices you are working in. However, the following is a good rule to abide by – the lower the cost, the better your ad campaign is doing.
Another way to know if your CPA is successful is to measure it against your own data. This could include previous campaigns, or the amount could be compared to customer lifetime value (CLV). Customer lifetime value is a marketing metric that indicates the total amount of money that a customer will likely spend over their relationship with a given company or brand. The lower your average cost per acquisition is as compared to your CLV, the better your campaign is performing.
No matter what business you’re in, we bet we can help improve your cost per acquisition. Find out how we can help improve your CPA.
Cost per acquisition is especially important to track because it provides perspective on how effective your ad campaign is. You should calculate CPA along with other metrics like ROI, ROAS, and conversion rate to get a full picture of how successfully your ad campaign actually is performing. If you calculate your CPA only to find it is higher than expected, this is an indicator that your strategy may need to be revised.
Calculating cost per acquisition is a great way to measure the success of your marketing campaigns, but it’s not the only important metric to consider. At MNTN, we’ve compiled a library of the Essential Marketing Calculators that every marketer should use to track the success of their campaigns.
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