SocialPeta Cost Intelligence Update: Audience Interest, CPA & CPC
In September 2020, SocialPeta expanded its Cost Intelligence capabilities with Audience Interest and CPA analysis, while also improving CPC filtering and demographic analysis. This historical product update explains what was introduced at the time.
During a period when companies and brand owners were paying closer attention to cost control, advertising teams needed to make more efficient use of every part of their media budgets. SocialPeta responded by expanding its Cost Intelligence capabilities with new Audience Interest and CPA analysis features, together with additional improvements to its CPC analysis workflow.
Audience Interest Cost Analysis
The Audience Interest feature was designed to help advertisers target Facebook audiences more accurately, understand audience costs, and refine audience selection.
When a user entered a keyword, SocialPeta could automatically match related Facebook audience interest terms and recommended terms. The interface displayed the audience size associated with each term, together with CPM, CPC, and a popularity or "Hot" value. In the legacy product, a higher Hot value indicated that an interest term had been adopted more frequently.
Selecting an interest term opened a more detailed cost analysis on the right side of the interface. This included the term's CPC trend over the previous 180 days and a country-level breakdown with audience size, CPM, CPC, and the interest's Hot value in each country.
Four Search Languages
The feature was not limited to English search terms. At the time of this update, SocialPeta supported Audience Interest searches in four languages:
- English
- Chinese
- Japanese
- Russian
Advertisers could select a language according to the audience or market they wanted to research.
CPA Analysis
The CPA section focused on analyzing cost-per-action indicators across multiple advertising dimensions. Users could filter the data by country and app category, as well as by mobile operating system, including iOS and Android.
The legacy article states that the CPA module provided cost analysis for 13 actions. Its written list included actions such as Install, Active, Registration, Achievement, Level, Checkout, Purchase, ROAS, Messaging Reply, Product View, Conversion (offsite), Conversion (onsite), Add to Cart, and Lead.
These action dimensions allowed advertisers to examine more than a single acquisition metric and compare costs across different stages of the conversion process.
Under the relevant filter conditions, the CPA analysis also supported demographic dimensions including gender and age group.
CPC Analysis Improvements
SocialPeta also updated the existing CPC analysis page. The improvements focused on filtering options and additional data dimensions that could make cost comparisons more practical.
Country Filters Organized by Region
Country selection was reorganized around regional distribution, making it easier to locate markets from groups such as Japan and Korea or Southeast Asia.
iOS and Android Filtering
The updated CPC page introduced mobile operating system filtering so advertisers could choose between all operating systems, iOS, and Android.
Gender and Age Analysis
Gender and age dimensions were also added to CPC-related analysis, allowing advertisers to compare audience performance across demographic groups rather than viewing only an aggregate cost figure.
Summary
This September 2020 update expanded SocialPeta's Cost Intelligence toolkit across three areas: Facebook Audience Interest analysis, CPA analysis, and a more detailed CPC workflow.
At the time, these capabilities were intended to give advertising teams additional cost references for audience targeting, conversion analysis, market comparison, operating-system filtering, and demographic analysis.
SocialPeta stated that it would continue improving the product and adding stronger capabilities for advertising analysis.