Definition
CPA measures the cost of a single defined action: a purchase, a lead, an install, a booking. Platforms optimize toward whatever action you point them at, so choosing the right action - and refusing vanity actions like 'engagement' - is most of the battle.
Why it matters
A cheap CPA on the wrong action is expensive. We tie every CPA target to downstream revenue before a campaign goes live.
Formula
Ad spend / Actions
All glossary terms