Measuring what produces clients
CPA · Cost per action
In plain terms
What each action you track costs in advertising: a purchase, a sign-up, an enquiry.
Formula
Technical meaning
Each platform calculates it from the conversions it attributes to itself, existing customers included. It is used to steer campaigns day to day. It does not replace customer acquisition cost, which counts only new customers and all marketing spend.
Formula
CPA = ad spend ÷ number of tracked actions
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