Cost Per Action (CPA)

What Is Cost Per Action (CPA)?

Cost Per Action (CPA) is an advertising model in which an advertiser pays only when a specific, predefined action is completed by a user. Unlike other advertising models, the total cost of a CPA campaign is not based on the number of impressions or clicks, but solely on successful actions.

This model allows advertisers to focus directly on meaningful outcomes rather than surface-level engagement.

How CPA Campaigns Work

In a CPA campaign, the advertiser defines a clear goal that represents success. When a user completes that goal, the advertiser pays an agreed-upon cost for that action.

Because payment is tied to results, CPA campaigns are often considered performance-focused and cost-efficient.

Common Types of CPA Actions

CPA campaigns can be structured around a wide variety of goals, depending on the advertiser's objectives. Common CPA action types include:

Why Advertisers Use CPA

CPA marketing is popular because it reduces risk for advertisers. Since payment only occurs after a successful action, advertisers can better control costs and measure effectiveness.

Key advantages include:

• Payment based on real results
• Clear performance measurement
• Better alignment between cost and business goals

CPA in Performance Marketing

CPA is widely used in performance-driven environments such as affiliate marketing and mobile advertising. It encourages higher-quality traffic and incentivizes partners to focus on delivering users who are more likely to convert.

Conclusion

Cost Per Action (CPA) is a results-based advertising model that allows advertisers to pay only for meaningful user actions. By focusing on specific goals such as installs, engagements, leads, or sales, CPA campaigns provide a clear and efficient way to measure and manage advertising performance.