Anonymised client · EdTech · India · Paid social
A 15x gap in cost per result between two conversion events in EdTech
Optimising for a mid-funnel event cost $2.81 per result; optimising for a deep event cost $41.49 — a 15x difference that changes what a campaign should be judged on.
What were the figures?
15x
Difference in cost per result
Measurement note — Ratio of the two platform-reported cost-per-result figures below.
$2.81
Cost per mid-funnel event
Measurement note — Platform-reported cost per result for the mid-funnel conversion event.
$41.49
Cost per deep event
Measurement note — Platform-reported cost per result for the deeper conversion event.
How was it measured?
Both figures are cost per result as reported by the ad platform, each for the event the campaign was optimised toward. A cheaper event is not automatically a better one: the two events represent different levels of intent.
Figures come from platform exports; estimated figures are labelled as estimates; channels are never summed, because platforms double-count the same sale. How we measure