Measure True CPA with Universal Analytics

Niroshan – Samuel

@Niroshan_Samuel

What are the profitable keywords if the Conversion income is $150?

Keyword Adword CPA

Keyword 1 $100

Keyword 2 $180

Keyword 3 $151

Keyword 4 $120

Even trained monkey can identify? is it?

Keyword Adword CPA

Keyword 1 $100

Keyword 2 $180

Keyword 3 $151

Keyword 4 $120

Now we are measuring the actual income with Universal Analytics

Keyword Adword CPA Avg. Income/Customer

Avg.Customer behavior

Keyword 1 $100 150 Buy only the main product

Keyword 2 $180 320Buy the main product and

few add-ons (online, offline)

Keyword 3 $151 160 Buy the main product and upgrade

Keyword 4 $120 80 Buy the main product and higher refund rate

Key Points

• Identifying actual profitable keywords is a real game changer

• Certain keywords may lead to purchase add-ons and life time value is high

• Certain keywords may not relevant to their need and may lead to refunds

UA can break the optimization barrier

Actual CPA Optimization

What are the Profitable Ads in Facebook? (Conversion Value is $150 - No-refunds, No add-ons for the product)

FaceBook Ad FaceBook CPA

AD 1 $100

AD 2 $140

AD 3 $80

AD 4 $120

This time You Did It

FaceBook Ad FaceBook CPA

AD 1 $100

AD 2 $140

AD 3 $80

AD 4 $120

Each ad has significant profit

Customer Journey – Multi-Channel Analysis

Facebook Organic PPC

CPA = $40

Average Facebook conversion consume $40 from PPC

True CPA for Facebook Ads

FaceBook Ad FaceBook CPA True CPA

AD 1 $100 $140

AD 2 $140 $180

AD 3 $80 $120

AD 4 $120 $160

Profitable Ads Finally

FaceBook Ad FaceBook CPA True CPA

AD 1 $100 $140

AD 2 $140 $180

AD 3 $80 $120

AD 4 $120 $160