metric · 66 connected pages
CPA
CPA is spend divided by conversions. Paired with contribution margin and LTV it defines the break-even bid you can afford at a given creative efficiency.
A CPA ceiling derived from real margin stops the account from scaling into unprofitable volume.
Every content format covered.
Also called
Guides
A modern, opinionated playbook for building Meta ad creative that scales — hooks, formats, iteration cadence, and the metrics that actually matter.
A statistically-sound, budget-realistic framework for testing paid social creative — how many variants, how much spend, how long, and how to read the results.
How the metrics, campaign structure, and creative pipeline change at each stage of scaling a DTC brand from $10k to $1M/mo in paid media.
Glossary
The percentage of visitors who land on a page and leave without any further action.
The amount paid each time a viewer watches your video ad.
The percentage of users who complete a desired action after clicking your ad.
The percentage of visitors to your landing page who complete the desired action.
Net profit relative to total investment, expressed as a percentage.
The ad spend to acquire one mobile app install.
The amount you pay each time someone clicks your ad.
The number of unique people who saw your ad at least once during a campaign.
The percentage of viewers who watch your video ad to completion.
Average number of items per completed order.
The percentage of people who interact with your ad out of total impressions.
Average revenue generated per site visitor.
Benchmarks
Ad specs
TikTok In-Feed ad size: 1080x1920px, 9:16, MP4, MOV, MPEG, AVI. Standard TikTok ad — appears between organic FYP videos.
Instagram Explore ad size: 1080x1080px, 1:1, JPG, PNG, MP4, MOV. Reaching new audiences via the Explore surface.
TikTok Spark Ad ad size: 1080x1920px, 9:16 (original), N/A — uses the underlying organic post. Boosting an existing organic post — highest-performing TikTok ad format.
YouTube Masthead ad size: 1920x1080px, 16:9, MP4, MOV. Homepage takeover — reservation-only.
Free tools
Connected concepts
Revenue divided by ad spend — the headline efficiency number.
The auction price of a thousand impressions.
The margin a customer contributes over their whole relationship.
The revenue that only happened because of the ad.
The rules deciding which ad gets credit for a sale.
Put CPA on autopilot.
Xeli AI turns your catalog into on-brand ads, watches performance, and ships the next batch before fatigue sets in.
Get early accessReading this as an agent? Markdown version