Cost Per View (CPV) in CPV tracker (CPV Lab or CPV One) is the average amount spent for each impression (view) of your ad. It is most relevant for CPM-based campaigns, where you pay per thousand impressions, but CPV normalizes this down to a per-view basis for more granular analysis.
Formula
CPV = Total Cost ÷ Total Views
Why CPV Matters
- CPM Normalization: CPV helps translate CPM (Cost Per Mille) pricing into a single-view cost. For example, a $5 CPM means each view costs $0.005.
- Cross-Metric Comparisons: CPV paired with CTR (Click-Through Rate) helps estimate effective CPC (Cost Per Click).
- Budget Planning: CPV provides a way to forecast how many impressions your budget will buy.
How CPV tracker (CPV Lab or CPV One) Tracks CPV
- Views are logged when impressions occur.
- Cost is logged dynamically via macros or manually.
- CPV tracker (CPV Lab or CPV One) divides cost by views and presents the result in campaign and trend reports.
Example
Suppose you spend $100 on a campaign that delivers 20,000 impressions.
CPV = 100 ÷ 20,000 = $0.005
If CTR is 2%, that means you are effectively paying $0.25 per click.
Insights from CPV
- Low CPV, High CTR: Indicates cost-efficient exposure and strong engagement.
- High CPV, Low CTR: Campaign is overpriced relative to performance.
- Stable CPV, Falling CTR: Could suggest ad fatigue—users are seeing the ad but not engaging.
Reporting in CPV tracker (CPV Lab or CPV One)
- Revenue Data Columns: CPV is visible in the campaign list view.
- Trend Reports: Show how CPV changes over time.
- Token Reports: Break CPV down by placements or devices to see which are overpriced.
Best Practices
- Compare CPV to CTR to calculate effective CPC.
- Always cross-check CPV against campaign ROI—it doesn’t matter how cheap views are if they don’t convert.
- Monitor CPV trends to detect rising competition in ad auctions.
- Optimize creatives to increase CTR, lowering effective CPC for the same CPV.
In summary, CPV in CPV tracker (CPV Lab or CPV One) is a cost-efficiency metric for impression-based campaigns. It allows you to understand the true price of visibility and how it relates to clicks and conversions.
See also: Views, CTR, CPC, Cost
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