Library · Traffic · How to run this
Native CPC path is not CRM CPA
Native CPC times clicks, divided by sales, is a platform CPA. That can disagree with CRM CPA. Type CPC, clicks, sales, and CRM CPA. Gap % = |platform CPA - CRM CPA| / platform CPA x 100.
Pair: CPC vs CRM CPA on Traffic. Viewability: viewability vs CRM. EPC path: EPC vs CRM AOV.
What you type
CPC $ - native average CPC for the window.
Clicks - clicks on that CPC.
Sales - CRM sales attributed to that cut.
CRM CPA $ - CRM cost per sale for the same window.
Platform CPA = (CPC x clicks) / sales. Gap % from absolute difference vs platform CPA. Reconcile attribution or refund lag when the gap is material - do not invent a gap chip.
What not to do
Do not invent a gap percent. Do not mix viewable-only spend into CPC without splitting. Do not compare CPC dollars directly to CPA without clicks and sales. Do not average every campaign when one owns the hole.
Related: Traffic, viewability vs CRM, EPC vs CRM AOV, tracker vs CRM vs settled.
Procedure
- Type CPC, clicks, and CRM sales.
- Type CRM CPA $.
- Reconcile attribution when gap % is material.
Failure modes
- Inventing a gap percent.
- Comparing CPC dollars directly to CPA without clicks and sales.
- Mixing viewable-only spend into CPC without splitting.
Worked example
None on this page yet. When one lands it will be a real case: what broke, the number, and what changed. Not a composite.
Glossary
- CPC-path vs CRM CPA gap %
- |((CPC × clicks) ÷ sales) − CRM CPA| ÷ platform CPA × 100.
Work with us — We run this job on your accounts. Services
FAQ
- Is this viewability vs CRM?
- Related Taboola job. [Viewability vs CRM](/manuals/taboola-viewability-vs-crm) is viewable spend vs sales. This page is CPC-path CPA vs CRM CPA gap %.
- Is this EPC vs CRM AOV?
- Related unit split. [EPC vs CRM AOV](/manuals/deluxe-ads-epc-vs-crm-aov) is network EPC vs AOV. This page is native CPC path vs CRM CPA.
- What gap % should I invent?
- None. Type CPC, clicks, CRM sales, and CRM CPA from the same window.