CPA (Cost Per Action/Acquisition)
CPA is a performance-based pricing model where advertisers pay only when a user completes a specific action, like signing up or making a purchase. It’s ideal for lower-funnel conversion campaigns and commonly used in affiliate marketing and lead generation. CPA ensures you only pay for measurable outcomes, making it highly efficient for ROI-driven marketers.
Frequently Asked Questions
What defines a conversion in a CPA campaign?
It depends—form fills, demo requests, or purchases based on the campaign’s goal.
Why does CPA vary so widely in B2B?
Sales cycle length, deal size, and targeting complexity all influence acquisition cost.
Can you optimize a CPA campaign mid-flight?
Yes, by adjusting targeting, creatives, and bid strategies based on real-time results.
Is CPA better for small or large budgets?
Best for performance-focused marketers, but it requires enough budget to reach meaningful data signals.
