Cost Per Revenue is a unique model that optimizes for ROAS

Find users who generate the most revenue

Cost Per Revenue is a unique model that optimizes for ROAS. Unlike CPA which optimizes for a single event, Cost Per Revenue (CPR) is event-agnostic and optimizes for total revenue (takes into account full variance of frequency and purchase amounts). CPR works best for apps with a high variance in purchase amounts and frequency.

Cost Per Revenue vs. CPA

Cost Per Revenue vs CPA

Let’s say you have 2 users. User 1 takes 3 actions and makes $1 purchase each. User 2 takes 1 action and makes a $10 purchase.

  • From a CPA perspective, both users are equally valuable since both user made a purchase
  • From a number of actions perspective, user 1 is more valuable because they made more repeat purchases
  • From a Cost Per Revenue perspective, user 2 is more valuable because they generated more revenue