Employers need to verify you can calculate core metrics like CPC, CPA, and ROAS from raw ad data, and that you use those numbers to make budget decisions rather than just reporting them, which is a key duty for an associate managing a limited budget.
Start by calculating each metric step by step, then interpret the numbers against a hypothetical target or industry benchmark. Finally, give a data-backed yes/no recommendation with a brief explanation.
Start by working through the numbers out loud so the interviewer can follow your logic. CPC is simply PHP 5,000 divided by 250 clicks, which gives you PHP 20 per click. CPA is the spend divided by the 10 conversions, so PHP 500 per acquisition. For ROAS, take the total revenue, which is 10 conversions multiplied by PHP 1,200, or PHP 12,000, and divide that by the PHP 5,000 spend, giving you a 2.4x return. Say plainly that a 2.4x ROAS means you earn PHP 2.40 for every peso spent, which is above a typical breakeven point of 1.0x, but you should treat that as a starting benchmark rather than a blanket rule. Then explain your recommendation: yes, you would scale this campaign, but cautiously, perhaps by increasing the budget by 20 to 30 percent while watching the CPA and ROAS closely, because a small sample of only 10 conversions can swing with one bad day. Mention that in the Philippine BPO and e-commerce context, where client budgets are often tight, you would also check if the average order value covers fulfillment and overhead before committing more spend, and you would tie your decision to the client's target CPA if they have one. Keep your tone direct and confident, and do not shy away from saying the math is favorable.
Some Filipino candidates might blurt out 'Sakto lang po, breakeven po kami' (We just broke even) without actually computing that the ROAS was 2.4x. Instead, clearly state the numbers you calculated and then your recommendation.
Situation
In my previous internship at a small online fashion retailer, my supervisor shared the numbers from a Facebook carousel ad we had run for a weekend sale.
Task
I had to quickly evaluate whether the campaign was profitable enough to extend for another week with a larger budget.
Action
I grabbed a calculator and determined CPC at PHP 20 (5,000/250), CPA at PHP 500 (5,000/10), and revenue at PHP 12,000 (10 x 1,200). That gave me a ROAS of 2.4 or 240%. I then compared the PHP 500 CPA against our target of PHP 400. Although ROAS was above 1, CPA was higher than target, so I recommended pausing scaling until we could lower CPA through better audience targeting.
Result
My supervisor praised my quick math and agreed with the cautious approach. We did not scale impulsively and instead refined the audience, which later brought CPA down to PHP 380.
Always tie the numbers back to the business goal, not just calculate them.
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