PROGRAMMATIC ADVERTISING
METRICS

1. CPM (Cost Per Mille)
Best for: Brand awareness campaigns

CPM tells you how much you pay per 1,000 ad impressions on programmatic display advertising. It doesn’t matter if users interact with your ad—you’re paying for visibility. In programmatic display advertising, CPM ensures brands maximize visibility across premium inventory.

Example: If your CPM is $5, that means you pay $5 for every 1,000 times your ad is displayed on an ad exchange.

When to use CPM:
✦ You’re running a branding campaign and want maximum visibility.
✦ Clicks and conversions are secondary to ad impressions.

Potential downside: High impressions don’t always mean high engagement. If users ignore your ad, you’re just paying for pixels on a screen

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2. CPC (Cost Per Click)
Best for: Driving traffic to a website

CPC means you only pay when someone clicks your ad, making it a great metric for engagement-focused programmatic ad buying.

Example: If your CPC is $1.50, you pay $1.50 every time someone clicks your ad.

When to use CPC:
✦ You want to drive traffic to a landing page.
✦ You’re testing different ad creatives and need engagement data.

Potential downside: Clicks don’t equal conversions. You could be paying for curiosity clicks that never turn into actual sales.


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3. CPA, CPE, CPS – Paying for Results
Best for: Performance-driven campaigns

CPA (Cost Per Acquisition) is a broad term that refers to any campaign where you pay for a completed action - whether that’s a sale, a sign-up, or another conversion.

However, across digital advertising, including mobile marketing and app campaigns, you’ll often see these variations of CPA:
✦ CPE (Cost Per Event) – Paying for specific in-app actions, such as registering, subscribing, or making a first purchase.
✦ CPS (Cost Per Sale) – Paying only when an actual sale is completed.
✦ CPL (Cost Per Lead) - is the total cost of generating one lead.

When to use CPA/CPE/CPS/CPL:
✦ Your campaign goal is direct sales, lead generation, or app engagement.
✦ You want to measure actual ROI, not just engagement.

Potential downside: CPA can get very expensive in highly competitive industries. A high CPA might mean your targeting or creatives need optimization.

4. CPI (Cost Per Install) – Mobile App Campaigns
Best for: App marketers measuring install efficiency

CPI measures how much you pay to get one user to install your app.

When to use CPI:
✦ You’re running mobile app install campaigns.
✦ You’re comparing ad platforms for app marketing.

Potential downside: Installs don’t mean active users. A high CPI with low user engagement means wasted spend.


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5. ROAS (Return on Ad Spend) – Measuring Profitability
Best for: Determining if your programmatic campaigns are making or losing money

ROAS is one of the most critical programmatic metrics because it tells you how much revenue you’re making for every dollar spent on ads. Through an ad exchange, advertisers compete for high-value impressions to improve ROAS.

Example: If your ROAS is 5:1, it means for every $1 spent on advertising, you make $5 in revenue.

When to use ROAS:
✦ You want to measure overall campaign profitability.
✦ You need to justify ad spend to stakeholders.

Potential downside: ROAS doesn’t account for customer lifetime value (LTV), meaning you might undervalue long-term customers.

Understanding programmatic metrics is key to running efficient, profitable campaigns. Whether you’re optimizing for clicks, conversions, or action, choosing the right metric ensures data-driven decisions instead of just burning ad spend.