Help – My CPA Is Too High!
From time to time I have to work with a client whose primary focus is achieving a specific CPA, and it requires a completely different approach to any other objective that you can be set. Here are some things that I look at when aiming for a required CPA. Firstly you need to work out what a ‘Conversion’ actually is. One client I work with had five different conversion types set up in his account, but was completely unaware of it. There were 5 Goal Sets in Analytics, each with one Goal and all of them tracking the exact same function, but under different names. This meant that the CPA the client was actually achieving was five times higher than he thought it was! If you have multiple Conversions set up, what is the difference between them? Are Conversions being double counted, or are they all unique? Without knowing the answer to this, your whole Conversion Data is effectively useless. Next, the Conversion cookie is active for 30 days. This means that if someone clicks on an ad on March 1st, but then actually converts on March 30th, the conversion will be attributed to the click on March 1st (providing that other ads were not clicked during this time). This means that Conversion data is not accurate until 30 days after the last date in the date range you are looking at! Here is one of my client’s Conversion data when looking at his account at the start of February:Chris Davenport-Smith, one of our PPC gurus.