COST PER CLICK
CPC
$1.00
Ad spend$2,000.00
Attributed revenue$2,400.00
$2,000.00 ÷ 2,000 clicks
The price of bringing someone to the offer.
MEASUREMENT / MARQUINA MEDIA
Read the numbers in context.
CPC, CPA, and ROAS help describe different parts of a campaign. Together with sales, the offer, and the customer path, they can guide a more useful next decision.
INTERACTIVE EXAMPLE
What happens after the click?
Start with 2,000 ad clicks. Change an input to see the effect on the campaign.
Illustrative numbers, not client results. Purchases and revenue are attributed to ads in this example. ROAS does not account for costs beyond ad spend.
COST PER PURCHASE
CPA
$50.00
40 purchases from 2,000 clicks.
$2,000.00 ÷ 40
RETURN ON AD SPEND
ROAS
1.20×
$2,400.00 in attributed revenue.
$2,400.00 ÷ $2,000.00
Example results: 40 purchases, CPC $1.00, CPA $50.00, ROAS 1.20.
01 / CPC
Cost to bring in a click.
Cost per click compares ad spend with clicks. It describes the cost of traffic; it does not show whether that traffic became customers.
02 / CPA
Cost to acquire a customer.
Cost per acquisition relates campaign spend to the customer actions being counted. The definition and attribution window should be agreed before comparing results.
03 / ROAS
Revenue attributed to ads.
Return on ad spend compares attributed revenue with advertising spend. It is not profit and should be read alongside margin, returns, and measurement limits.
NEXT STEP
Numbers should help decide what to change.
We agree on what to measure, explain what the available data can and cannot show, and use it to plan a sensible next test.
See how we work