CPA calculator: cost per acquisition for telehealth

Cost per acquisition is spend divided by the number of conversions it produced.

• CPA = spend / conversions

The hard part in telehealth is deciding what counts as the conversion. A patient passes through several stages before they pay: they start the intake, finish it, get approved by a clinician and receive their first fill. Each stage has its own cost, and each is higher than the one before.

Switch to "Each funnel stage" and enter as many stage counts as you have. The calculator shows the cost of each stage next to the others, so you can see where cost jumps.

An account spent 12,000 USD and recorded 96 paying patients in the same period.

If the same spend produced more intake starts than patients, the cost per intake start would be lower. That lower number is not your acquisition cost. These numbers illustrate the formula; enter your own.

• Optimize campaigns on the deepest event you can send back to the platform with enough volume. Optimizing on intake starts can fill the funnel with people who never finish.
• If approvals are low, the problem may be targeting or the promise in the ad, not the price. Ads that over-promise attract people a clinician will decline.
• Compare CPA with lifetime gross profit, not first-order revenue, when refills make up most of patient value.
• Platform-reported conversions and your own records rarely match. Use your own counts of paying patients for the final stage.