Cost Per Result is the metric Ads Manager displays by default in campaign reporting, and its meaning changes entirely based on the campaign's objective and optimization event — it could mean cost per purchase, cost per lead, cost per app install, or cost per landing page view. Because the label doesn't change even when the underlying event does, it's easy to misread when comparing campaigns with different objectives side by side.
When auditing an account, the first step is always confirming what event 'result' actually refers to for each campaign before comparing cost-per-result figures across campaigns, since a $5 cost-per-result on a traffic campaign and a $5 cost-per-result on a purchase campaign are not remotely comparable.
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