Glossary / Delivery metrics

CPC.

Short answer

CPC, cost per click, is the average amount you pay for each click on an ad: spend divided by clicks. In Meta, check whether a number uses all clicks or link clicks, because the two can differ a lot.

Also called: cost per click, cost per link click

The formula

CPC = spend / clicks

CPC (link) = spend / link clicks

Kestrel & Vane spends $600 on an ad that gets 750 link clicks and 1,900 clicks of all kinds. Cost per link click is 600 / 750 = $0.80, while CPC (all) is 600 / 1,900 = $0.32. Only the first number reflects what it costs to get someone to the store.

Why it matters

CPC is the bridge between CPM and CPA: it shows whether the ad earns clicks efficiently once it is shown. It is a weak goal on its own. A curiosity-bait ad can win cheap clicks from people who never buy, so judge CPC next to the conversion rate of those clicks.

How to improve it

CPC falls when CTR rises or CPM falls. Make the offer and next step obvious in the ad, match the call to action to what happens after the click, and cut placements that bring clicks but no purchases.

CPC in Fovea

The Meta Ads breakdown shows CPC next to CPM, CTR, frequency, ROAS and hook and hold rates for every campaign, ad set and ad. Roles without money access do not see CPC, since spend could be worked back out from it.

See Winners →

Stats

Spend

$13,740

last 30d

Blended ROAS

2.31x

revenue / spend

Active winners

ROAS ≥ 1.5x

Spend on winners

71.4%

share of window spend

Creative leaderboard

Top ads this window

Ad	Stage
ugc-maya-field40-giftProspecting - Broad	Winner	$4,210	3.42x	2.31%	186.4K	76
motion-diver42-freeshippingProspecting - Broad	Winner	$3,180	2.64x	1.88%	152.9K	44
ugc-sam-chrono39-wristGifting - Q4	Winner	$2,460	1.71x	1.42%	121.3K	22
studio-diver42-detailRetargeting - 30d	Testing	$1,890	1.18x	0.94%	98.7K	12
motion-straps-offerRetargeting - 30d	Underperforming	$1,240	0.62x	0.51%	88.2K	4
studio-field40-flatlayProspecting - Broad	Paused	$760	1.36x	1.12%	40.1K	5

Questions, answered.

Why is my CPC low but my sales poor?+

Cheap clicks often come from people curious about the ad rather than the product, or from accidental taps. Check link click CPC and the landing page conversion rate rather than CPC (all).

Do Meta sales campaigns charge per click?+

Most are charged per impression, so CPC is usually a result of your CPM and CTR rather than a price you set.

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