Episode 35: Marketing metrics — CPC, CPM, CTR, CPL, CPA, ROAS
Marketing ke 6 sabse zaroori metrics: matlab, formula, StyleStreet ke real numbers ke saath, aur kab kaunsa dekhein.
Client meeting mein agency bolti hai: “CPM ₹40, CTR 1.2%, ROAS 3.8x”. Neha sirf sar hilaati hai.
Yeh shabd darawne lagte hain, lekin har ek ek simple sawaal ka jawab hai. Aaj aap yeh bhasha bolna seekhoge.
Hamara data: StyleStreet Meta ads, month 2
| Item | Number |
|---|---|
| Ad spend | ₹10,000 |
| Impressions (kitni baar ad dikha) | 2,50,000 |
| Link clicks | 3,000 |
| Leads (WhatsApp chats) | 150 |
| Purchases | 40 |
| Revenue (AOV ₹960) | ₹38,400 |
Ab har metric isi data se nikaalenge.
CPM aur CTR: ad dikha aur pasand aaya?
| Metric | Formula | StyleStreet | Sawaal |
|---|---|---|---|
| CPM (cost per 1,000 impressions) | Spend ÷ impressions × 1,000 | ₹10,000 ÷ 2,50,000 × 1,000 = ₹40 | Dikhana kitna mehenga? |
| CTR (click-through rate) | Clicks ÷ impressions × 100 | 3,000 ÷ 2,50,000 × 100 = 1.2% | Ad ne kitno ko roka? |
CPM high → audience/competition. CTR low → creative/hook.
CPC aur CPL: click aur lead ki keemat
| Metric | Formula | StyleStreet |
|---|---|---|
| CPC (cost per click) | Spend ÷ clicks | ₹10,000 ÷ 3,000 = ₹3.33 |
| CPL (cost per lead) | Spend ÷ leads | ₹10,000 ÷ 150 = ₹66.7 |
Click sasta hai lekin lead mehenga? Matlab click ke baad (page/WhatsApp) leak hai.
CPA aur ROAS: asli business numbers
| Metric | Formula | StyleStreet |
|---|---|---|
| CPA (cost per acquisition/purchase) | Spend ÷ purchases | ₹10,000 ÷ 40 = ₹250 |
| ROAS (return on ad spend) | Revenue ÷ spend | ₹38,400 ÷ ₹10,000 = 3.84x |
ROAS 3.84x matlab har ₹1 ads par, ₹3.84 revenue. Revenue, profit nahi! Profit ke liye Chapter 39.
Break-even ROAS aur max CPA
Kya 3.84x achha hai? Apne margin se check karo:
- Order value ₹960, profit (marketing se pehle) ~₹411 → margin ~43%
- Max CPA (break-even) = ₹411
- Break-even ROAS = 1 ÷ 0.43 ≈ 2.3x
StyleStreet ka ROAS 3.84x > 2.3x aur CPA ₹250 < ₹411. Profit mein. 🎉
Kisi aur brand ke liye 3x ROAS loss mein ho sakta hai?
Haan! Agar kisi ka margin sirf 25% hai, toh break-even ROAS = 1 ÷ 0.25 = 4x. Usko 3x par nuksaan hoga. Isliye “achha ROAS” har business ka alag hota hai.
Kab kaunsa metric dekhein
- Awareness campaign: CPM, reach, video views
- Lead campaign: CPL, lead quality
- Sales campaign: CPA, ROAS (main), baaki diagnosis ke liye
StyleStreet ki real problem
“CPC sabse kam wala ad best hai”
Neha ne ek ad dekha jiska CPC sirf ₹1.20 tha. Usne poora budget usme daal diya. Mahine ke end mein: clicks bahut, purchases sirf 6. CPA ₹1,600!
Sasta click galat audience se aa raha tha (accidental taps). Business goal sales tha, toh judge CPA aur ROAS se karna tha.
Practical example: Do ads, ek sawaal: kaunsa better?
| Metric | Ad X | Ad Y |
|---|---|---|
| Spend | ₹3,000 | ₹3,000 |
| CTR | 2.4% | 1.1% |
| CPC | ₹1.50 | ₹4.10 |
| Purchases | 8 | 15 |
| CPA | ₹375 | ₹200 |
| ROAS | 2.56x | 4.8x |
X ke clicks saste, lekin Y business ke liye behtar. Goal wala metric jeetta hai.
Aapka mission: Metrics calculator banao
Google Sheet mein:
- Columns banao: spend, impressions, clicks, leads, purchases, revenue
- CPM, CTR, CPC, CPL, CPA, ROAS ke formulas lagao
- Apna margin % aur break-even ROAS calculate karo
- Max CPA likho
- Example ke Ad X vs Ad Y khud calculate karke verify karo
- Ek line likho: “Hamare business ke liye main metric ___ hai kyunki ___”
Quiz
-
Spend ₹5,000, impressions 1,00,000. CPM?
- A. ₹5
- B. ₹50
- C. ₹500
- D. ₹0.05
Answer dekho
Sahi jawab: B. ₹50
5,000 ÷ 1,00,000 × 1,000 = ₹50
-
ROAS 3x ka matlab?
- A. 3x profit
- B. Har ₹1 ad par ₹3 revenue
- C. 3% conversion
- D. 3 orders
Answer dekho
Sahi jawab: B. Har ₹1 ad par ₹3 revenue
Return on ad spend revenue par hai, profit par nahi.
-
Margin 25%. Break-even ROAS?
- A. 2x
- B. 2.5x
- C. 4x
- D. 25x
Answer dekho
Sahi jawab: C. 4x
1 ÷ 0.25 = 4x
-
Sales campaign ko kis metric par judge karein?
- A. CPC
- B. CTR
- C. CPA / ROAS
- D. Impressions
Answer dekho
Sahi jawab: C. CPA / ROAS
Goal sales hai, toh sale ki keemat aur return dekho.
Client project mein output
Project file mein ab Metrics Cheat Sheet + Calculator:
- 6 formulas with StyleStreet numbers
- CPM ₹40 · CTR 1.2% · CPC ₹3.33 · CPL ₹66.7 · CPA ₹250 · ROAS 3.84x
- Break-even ROAS ~2.3x, max CPA ₹411
Golden rule: Har metric ek sawaal ka jawab hai. Lekin faisla hamesha us metric se karo jo aapke business goal se juda hai, aur margin ke saath.