How to read cost per result (CPR) correctly

CPR means cost per result. In this article, the result is a message conversation that has started. Divide your total ad spend by the number of message conversations started. Check which result type your report shows before using this formula.

1. Calculate it as a weighted total

For the same group of ads and the same period, add up the spend of all ads, including ads that have not yet received any conversations, then divide by the total number of conversations started. This is more accurate than averaging the CPR of each ad. An ad with 2 conversations should not carry the same weight as an ad with 200.

2. Zero conversations is not a CPR of zero

If an ad has no conversations yet, CPR cannot be calculated. It is not zero. Mark it as "unknown" and report the spend separately.

3. A conversation is not a sale

CPR shows the average cost of starting one conversation. It does not tell you how many became customers. Calculate separately the share of conversations that lead to a sale.

Next step

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Baca dalam Bahasa Melayu: Cara membaca kos per mesej (CPR) dengan betul