
"Now think about your most recent campaign. Was the goal really to get the cheapest possible conversions? You might say yes - and that makes sense. But was that the reason you ran the campaign? Almost certainly not. What you wanted were the conversions themselves. You cared about how much they cost, but what mattered most was getting the leads, sales or calls. If that's true, then cost per conversion wasn't the KPI."
"If you used that single apple's picking time as the average for the entire orchard, it would look much faster than reality. The same goes if you asked for 100 apples. Would the picker go for the hardest 100 - or the easiest? If you averaged the time for those 100 apples and assumed it applied to all 10,000 in the orchard, the estimate would again be too low."
A KPI is the most important metric in a campaign and serves as the north star; it determines campaign success even if other metrics underperform. Campaign goals typically target conversions—leads, sales, or calls—rather than the cheapest possible conversions. Prioritizing cost per conversion encourages platforms to deliver the easiest, cheapest actions, which can leave budget and potential conversions unused. Averaging early, easy results underestimates effort required for larger scale. As volume increases, cost per conversion naturally rises. Treating efficiency as the goal risks starving campaigns of budget and missing intended growth outcomes.
Read at MarTech
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