Last Updated on September 15, 2022
Month 1
- Cost: $1,113.47
- Conversion Rate: 6.51%
- Conversion Value: $949
Month 2
- Cost: $1,114.34
- Conversion Rate: 4.59%
- Conversion Value: $3,108
How?
Answer: the average cost per click was significantly lower.
In month 1, the average cost per click was $6.59. In month 2, the average cost per click was only $1.97. Due to this drop in cpc, month 2 generated 235% more clicks than month 2. This, even with the lower conversion rate, led to 136% more conversions.
An increase or decrease in the conversion rate doesn’t indicate a drop in overall performance. This is why we care about cost/conversion. The cost/conversion in month 1 was $101.22 and was only $42.86 in month 2.