Meta Cost per Contact measures the average spend to generate each contact request from your Meta ads.
Meta Cost per Contact = Meta Spend ÷ Meta Contact Events
| Metric | Definition |
|---|
| Meta Spend | Total amount spent on Meta advertising |
| Meta Contact Events | Number of contact submissions attributed to Meta ads |
| Metadata | |
|---|
| Type | Currency |
| Data Source | Meta Ads |
| Aggregation | Ratio |
Example
Your home services business spent $2,400 on Meta ads and generated 80 contact requests.
| Campaign | Spend | Contacts | Cost per Contact |
|---|
| Kitchen Remodel | $1,200 | 30 | $40.00 |
| Bathroom Reno | $800 | 35 | $22.86 |
| General Inquiry | $400 | 15 | $26.67 |
How It Works
Cost per Contact divides your total Meta ad spend by the number of contact events tracked via the Meta Pixel or Conversions API. Contact events typically fire when someone submits a contact form, requests a quote, or initiates a service inquiry.
When to Use
| Scenario | Action |
|---|
| Evaluating lead gen efficiency | Compare cost per contact across campaigns |
| Budget optimization | Shift spend to campaigns with lower contact costs |
| Benchmarking acquisition costs | Track cost per contact trends over time |
| Comparing to cost per lead | Analyze contact-to-lead conversion rates |
| Metric | Relationship |
|---|
| Meta Contact Events | The denominator in this calculation |
| Meta Cost per Lead | Similar metric for lead form submissions |
| Meta Spend | The numerator in this calculation |
