Cost per engagement
Fast track (Summarised definition)
Advertising metric measuring cost for each user interaction beyond basic clicks, including likes, shares, comments, and video views, providing deeper engagement measurement for brand awareness and audience interaction campaigns.
Full lap (Full definition)
Cost per engagement, commonly abbreviated as CPE, represents an advertising metric that measures the cost for each meaningful user interaction beyond basic clicks, including likes, shares, comments, video views, and other engagement actions that demonstrate deeper audience interest and brand interaction.
The importance of CPE extends beyond click measurement to encompass brand awareness evaluation, audience engagement quality assessment, and social media campaign effectiveness. CPE provides insights into content resonance, audience interest levels, and brand relationship building that traditional click-based metrics cannot capture.
CPE calculations involve dividing total advertising spend by total engagement actions, providing cost-per-interaction measurement that enables comparison across campaigns, content types, and platforms. This metric helps evaluate content effectiveness and audience engagement quality rather than simple traffic generation.
CPE applications include social media advertising, video marketing campaigns, brand awareness initiatives, and content marketing efforts where engagement quality matters more than immediate conversions. These campaigns focus on building relationships, increasing brand visibility, and creating audience connections that support long-term business objectives.
CPE optimisation strategies encompass content quality improvement, audience targeting refinement, creative testing, timing optimisation, and platform selection that encourage meaningful interactions whilst managing costs effectively. These approaches focus on creating compelling content that naturally motivates engagement.
CPE platforms include Facebook, Instagram, Twitter, LinkedIn, YouTube, and TikTok advertising systems that offer engagement-based pricing and measurement options with detailed interaction tracking and audience insights that enable strategic optimisation and performance evaluation.
For businesses developing brand awareness and audience engagement strategies, CPE measurement provides valuable insights into content effectiveness and audience connection quality. Strategic CPE management enables efficient brand building, improved audience relationships, and measurable engagement growth that supports long-term business success through authentic audience connections and sustainable brand development.