Cut out the excess
Cut out the excess
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Most CPA targets got set once, by someone, a while back — and nobody's checked them since. Two minutes here checks yours against what a customer is actually worth, and tells you what you could afford to pay instead.
The part the math can't answer
The math above tells you if the number works. It can't tell you where the number came from. If you can't answer these four, that's a finding too — knowing what went into the target shows you what didn't.
A person made this number up. A founder, an old agency, a spreadsheet nobody owns anymore. Whose call was it?
If the answer is "a couple years ago," your prices, your margin, and your customers have all moved since. The target didn't.
Was it built up from what a customer is worth — or averaged down from what you were comfortable spending?
One blended CPA across every product, channel, and customer type usually hides a few winners paying for a few losers.
If those answers are fuzzy, the target isn't wrong on purpose. It's just old. That's fixable.
What the two-minute version leaves out
The math above is the honest start. When we set targets for clients, the same question drags in a few more things:
A 4-to-1 return that takes three years to arrive can still choke your cash. The target has to respect your payback window, not just the ratio.
Brand search and repeat buyers dress up a blended CPA. You want to pay for customers your ads actually caused — not ones who were coming regardless.
Averages flatter you. The target that works at $30k a month of spend is usually wrong at $100k, because each extra customer costs more than the last.
A target can be right on paper and wrong for your inventory, staffing, or delivery. Growth you can't fulfill just buys churn.
None of that fits in a free tool. It's the part we do for a living.
Want the version that does this across your whole account — every channel and product, tied back to your P&L? Leave your email and we'll show you.
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