Cost Per Acquisition (CPA)

Cost Per Acquisition (CPA) measures the expenditure required to acquire a single paying customer. This metric serves as a vital gauge of marketing effectiveness and can be calculated for individual campaigns, specific digital marketing channels (such as email), or across all channels and tactics collectively.

When assessing a campaign’s CPA, the formula is simple: divide the total campaign cost by the number of conversions, which represent paying customers. This insightful metric provides valuable insights into the efficiency and profitability of various marketing initiatives.


For example, if you spent $500 on a campaign that resulted in 25 paying customers, your CPA would be $20 per customer ($500 / 25). By analyzing CPA data, marketers can pinpoint which strategies are yielding the best returns on investment and allocate resources accordingly.

Moreover, CPA is particularly useful for evaluating the performance of display ads and affiliate marketing campaigns, where the objective is to drive conversions and acquire new customers cost-effectively. Through diligent monitoring and optimization of CPA, businesses can refine their marketing tactics, enhance customer acquisition efforts, and ultimately bolster their bottom line.