When you’re tracking your campaign KPIs (key performance indicators), CPA is valuable as it shines a light further down the funnel than metrics relating to views or clicks.

It’s also great for attribution, as you can clearly see which sources lead directly to valuable actions - helping you make more informed campaign decisions down the line. Its main appeal is that it’s a pure performance model that lets marketers pay only for what they really want, rather than wasting budget on passive views that don’t convert. Why is CPA important?ĬPA has become an increasingly important part of the mobile marketer’s toolkit. Tracking your CPA is a good way to measure the effectiveness of a given campaign or media source. The price the advertiser pays for an action completion is fixed at the start. That action can be any in-app event - a registration, tutorial completion, or purchase, for example - that is driven by a particular source. What is cost per action?ĬPA, or cost per action, is a pricing model used in mobile advertising in which marketers pay media sources when a user takes a specific action within the app.

It’s calculated by dividing the advertising cost by the number of actions taken. Cost per action (CPA) is a pricing model in which marketers pay ad networks or media sources when a user takes a particular action (such as completing a purchase or registration) inside of an app, after engagement with an ad.

Cpa meaning