Cost per result

Cost per result is what you pay on average for one result your campaign has as its goal, for example a lead, a request or a download. You divide your total advertising cost by the number of results achieved and know immediately what each result costs you.

Why cost per result is fairer than clicks or reach

Cost per result ties your budget directly to something valuable, instead of intermediate steps like clicks or impressions. A low cpc sounds nice, but if those clicks do not lead to requests, you actually pay a lot per result. The figure is strongly connected to your conversion rate: the better your landing page and offer convert, the lower your cost per result. In platforms like Meta Ads Manager you see this figure directly, provided you have set the right result.

The result does have to be the right one

Cost per result is only as reliable as the campaign objective underneath it. If you set your goal to video views or page likes, the platform optimizes on that and you get a low cost per result for something that produces no customer. For a B2B service provider that is a pitfall: cheap likes are worthless if they do not lead to revenue. So steer your campaign on a truly meaningful result, such as a filled-in lead ads form or a request.

From cost per result to revenue

A healthy cost per result you always compare with what a customer brings you. If a lead costs 40 euros and on average one in five leads becomes a customer worth thousands of euros, then you buy profitably. At Customer Impact we extend that line all the way to roas, so you do not steer on a nice intermediate figure but on what truly moves your business forward: paying customers and growth.