> ## Documentation Index
> Fetch the complete documentation index at: https://docs.upstackdata.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Cost per Contact: Measure Contact Acquisition Efficiency

> Track cost per contact for your marketing campaigns. Measure ad spend efficiency for contact events tracked by the Upstack pixel.

<Tip>
  Average ad spend per contact event tracked by the Upstack pixel—measuring how efficiently your campaigns generate contact form submissions.
</Tip>

## Formula

<Info>
  **Cost per Contact** = **Channel Spend** ÷ **Contact Events**
</Info>

### Formula Components

| Metric                                                                    | Definition                                                                                       |
| ------------------------------------------------------------------------- | ------------------------------------------------------------------------------------------------ |
| [**Channel Spend**](/reference/metrics/advertising/blended/blended-spend) | Total advertising spend across all connected ad platforms                                        |
| **Contact Events**                                                        | Total times visitors submitted a contact form or initiated contact, tracked by the Upstack pixel |

| Metadata        |                         |
| --------------- | ----------------------- |
| **Type**        | Currency                |
| **Data Source** | [Upstack Pixel](/pixel) |
| **Aggregation** | Ratio                   |

***

## Example

Your e-commerce store spent **\$12,000 on ads** this month across Meta, Google, and TikTok. Your campaigns captured contact form submissions:

| Channel    | Spend        | Contacts | Cost per Contact |
| ---------- | ------------ | -------- | ---------------- |
| Meta Ads   | \$6,500      | 380      | \$17.11          |
| Google Ads | \$4,000      | 245      | \$16.33          |
| TikTok Ads | \$1,500      | 72       | \$20.83          |
| **Total**  | **\$12,000** | **697**  | **\$17.22**      |

**Cost per Contact** = \$12,000 ÷ 697 = **\$17.22**

***

## How It Works

This metric divides your total advertising spend by contact events tracked by the Upstack pixel. Contact events are triggered when visitors submit a contact form or initiate contact through your site. The metric helps identify how efficiently your ad campaigns drive prospects to reach out to your business.

***

## When to Use

| Scenario               | Action                                                                     |
| ---------------------- | -------------------------------------------------------------------------- |
| Contact form campaigns | Measure cost efficiency for ads focused on capturing inquiries             |
| Channel comparison     | Identify which platforms deliver contacts most cost-effectively            |
| Budget allocation      | Shift spend toward channels with lower cost per contact                    |
| Campaign optimization  | Compare contact CPAs across audiences, creatives, and targeting strategies |

***

## Related Metrics

| Metric                                                                | Relationship                                |
| --------------------------------------------------------------------- | ------------------------------------------- |
| [Contact Value](/reference/metrics/funnel/conversions/contact-value)  | Total monetary value of contact events      |
| [Cost per Lead](/reference/metrics/funnel/conversions/cost-per-lead)  | Similar CPA metric for lead events          |
| [Blended Spend](/reference/metrics/advertising/blended/blended-spend) | Total ad spend used in the cost calculation |

[See all Conversions metrics →](/reference/metrics/funnel/conversions)