Amazon Marketing Cloud · Metric lexicon

eCPP (effective Cost Per Purchase)

Ad spend per attributed purchase; defined here as ad-driven cost per purchase.

Formula

eCPP = ad spend / attributed purchases

Interpretation

eCPP shows the calculated ad spend per attributed purchase. This page deliberately uses the cost perspective, not the average order value.

Benchmark context

There is no reliable platform-wide benchmark. The verified CeraVe analysis reports an account-specific blended CPA of about 2.24 EUR; this value is not transferable.

Source / as of: Source: project-analysis/amc-insights-queries/2026-05-06-ldb-09-media-cpa-per-asin.md (CeraVe account analysis, as of 2026-05-06).

Matching AMC query

AMC query library: Media CPA per ASIN

ldb_09_media_cpa_per_asin.sql

The query provides the most direct CPA equivalent and documents the spend allocation.

This site links the public library landing page. The verified query documents and SQL files live in the vault project project-analysis/amc-insights-queries/.