Calculate CPC for a creative test
By Drizzle team
1 min read
Cost per click helps describe the price of traffic, but a cheap click is not automatically a useful one.
Compute it
Divide ad spend by the same type of clicks for each variant. If $250 bought 400 link clicks, the observed CPC is $0.625 before display rounding.
Compare carefully
Keep audience, placement, offer, and time window visible beside the number. Auction conditions can change even when the creative stays fixed.
Follow the visitor
Check product-page visits and downstream actions. Use the CPC calculator for arithmetic, then judge traffic quality with the page and order data.
A worked example
Two ads each spend $300. One brings 300 link clicks at $1 CPC; the other brings 500 at $0.60 CPC. If the cheaper traffic rarely reaches the listing or buys the item, the lower CPC is not enough to choose it. Keep a record of audience and placement differences before attributing the change to the opening shot.
Decision check
Keep the numerator, denominator, date range, currency, and attribution definition with every reported result. A metric describes one part of the shopper path; compare it with visits, purchases, and order contribution before changing the creative or budget. State what the observation cannot establish.