Optimization Based on Purchase Events
Read about how I moved the campaign optimization process from cost per lead (CPL) to more downstream events, such as cost per schedule (CPS) and cost per purchase (CPP). Geo-targeting decisions and a focus on spending more on stronger-converting segments guided this new process.
Overview
The Challenge
Campaign optimization was primarily focused on CPL, guided by CPL guardrails at the ad set or geo level. Once downstream event tracking was implemented (i.e., schedule and purchase events), it became clear that CPL was not the best indication of good downstream performance. For instance, some accounts with higher CPLs generated similar or better CPPs compared to accounts with lower CPLs.
What I Did
The Outcome
Rounded and anonymized examples shown below.
| Representative Clinic per Budget Size | Cost Per Lead (CPL) | Cost Per Schedule (CPS) | Cost Per Purchase (CPP) |
| $1K/month clinics | $20–25 | $70–100 | $200–270 |
| $2–3K/month clinics | $50–55 | $75–85 | $200–220 |
Key Takeaway
A low CPL did not always translate to a low CPP. Using schedule and purchase data helped understand the implications of downstream event optimization, guiding the safeguard of better-performing geos and more effectively de-prioritizing lower-quality ones.
Interested in Working Together?
I’m open to paid media, conversion tracking, and performance marketing opportunities where real impact is measured by data-driven decisions based on your unique set of KPIs.
