Cost Per Action (CPA)

What is Cost per Action (CPA)?

Cost per action or CPA is a pricing model used in mobile marketing. In campaigns based on the CPA model, advertisers select a post-install action they want users to complete, paying only for users who take this action. 

Some commonly used post-install events include completing an in-app registration or making an in-app purchase. 

Why is CPA important?

With the CPA model, advertisers don’t waste their ad budgets on views and clicks. They only pay for what they want, allowing them to acquire relevant users efficiently and cost-effectively.

How to calculate CPA?

CPA is calculated by dividing the advertising cost by the number of completed pre-defined in-app actions. 

cpa formula