Cost per conversation
Cost per conversation
What you pay for one conversation a person starts with you in messages: the start of the road to an order, not the end of it.
Formula
Cost per conversation = ad spend ÷ number of conversations started
A worked example (hypothetical numbers)
Say you spend 3,000 EGP and 100 conversations start. Cost per conversation = 3,000 ÷ 100 = 30 EGP. If 10 of those conversations become orders, cost per order = 3,000 ÷ 10 = 300 EGP, ten times the cost per conversation.
The numbers are illustrative, only to show the arithmetic. They are not real results or market averages.
How to read it
- A conversation is not an order: between the two sit a fast reply, a clear price and a follow-up, and none of them shows in the ads dashboard.
- A low cost per conversation with few orders usually means an audience that is not serious or a late reply, not a success.
- Work out the share of conversations that become orders from your own order book, then divide cost per conversation by it to get cost per order: 30 ÷ 10% = 300 EGP.
The common mistake
Optimising the campaign for the lowest cost per conversation. The platform brings you the cheapest conversations, which tend to come from the people least likely to buy, so the cost falls and the orders fall with it.
Related terms
Articles that put this number to work
- My ads are running but sales are flat — where do I start?
- Cost per order keeps climbing month after month — what is happening?