Name the result precisely
A click, a form submission, a qualified enquiry, and a sale are different events. Keep them separate. A campaign can generate many form submissions without producing the same number of useful sales conversations.
Calculate cost per result
Divide campaign spend by the number of that result. In a hypothetical example, AED 1,000 spent for 50 form submissions equals AED 20 per submission. If there are zero submissions, there is no finite cost per submission to report.
Compare like with like
Before comparing campaigns, check the objective, reporting period, result definition, and attribution method. Then connect campaign reporting with follow-up feedback. A lower cost alone does not establish better business outcomes.
Put the lesson to work.
Using the hypothetical AED 1,000 campaign, suppose 10 of the 50 submissions meet your qualification criteria. Calculate cost per qualified enquiry. Answer: AED 100. Explain why it differs from the AED 20 cost per submission.
Examples & reflection
A second worked example
Hypothetical campaign A spends AED 1,000 for 50 forms and 10 qualified enquiries. Campaign B spends AED 1,000 for 25 forms and 15 qualified enquiries. A costs AED 20 per form; B costs AED 40. But A costs AED 100 per qualified enquiry, while B costs about AED 66.67.
What the comparison tells you
The preferred campaign depends on the objective and consistent qualification criteria. These figures do not establish revenue, profit, or customer lifetime value. You would need the relevant downstream records to evaluate those outcomes.
Build a reporting note
Record dates, spend, result definition, result count, cost per result, and the source. Note missing information and overlapping views. Do not sum repeated screenshots or treat rounded platform figures as exact accounting totals.