Glossary
CPA
Media cost divided by the number of conversions or actions generated.
Definition
Media cost divided by the number of conversions or actions generated.
Why it matters
CPA is usually the metric a budget decision actually gets made on, since it is the closest proxy most campaigns have to real business value.
Key consideration
CPA is only as good as the conversion definition behind it. A loosely defined "conversion" (e.g. a page view counted as a lead) will produce a CPA number that looks efficient and means nothing.
Related terms
Related benchmarks
APAC benchmarks for this metric are broken out by market and channel.
See CPA benchmarks →Run the numbers
Calculate this →Practitioner notes
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