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.
MEASUREMENT / MARQUINA MEDIA
Read the numbers in context.
CPC, CPA, and ROAS help describe different parts of a campaign. Gross margin sets the break-even ROAS and helps show whether revenue covers product costs and ad spend.
- CPC
- $1.00
- CPA
- $25.00
- ROAS
- 2.40×
Profit & break-even
- Break-even ROAS
- 1.67×
- Profit after ad spend
- $880.00
Before operating costs and taxes.
CPC $1.00, CPA $25.00, ROAS 2.40×.
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.