Performance marketing
CPA
Cost Per Acquisition — the average cost of winning one conversion, such as an order or an enquiry.
CPA (Cost Per Acquisition) is the average cost of a single conversion. It's calculated as spend ÷ conversions and is often the target metric of performance campaigns.
Why it matters
While ROAS suits revenue-based e-commerce, CPA is a clear goal for leads and services. It must stay below the value a conversion delivers.
Real-world example
A SaaS firm knows a customer is worth $300 on average. It sets a target CPA of $75 — below that line, every campaign makes money.
Related terms
Related serviceAI Performance
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