What does the acronym CPA stand for in marketing?

In marketing, CPA typically stands for "Cost Per Action." This term refers to an online advertising pricing model where the advertiser pays for a specified action taken by a user. This action could involve completing a form, signing up for a newsletter, or making a purchase—anything that signifies a measurable interaction with the ad.

While "Cost Per Acquisition" might seem relevant, it specifically refers to the resource costs associated with acquiring a new customer, which can encompass various expenses beyond just the direct cost of actions taken. It's essential to note the distinction between these terms; CPA is broader and more focused on the actions that lead to measurable engagement, while Cost Per Acquisition zeroes in on the financial implications of gaining new customers.

The other options, such as Cost Per Advertisement and Cost Per Attention, do not carry standard definitions in media buying and programmatic advertising contexts, making them less applicable to common marketing or ad pricing structures. The accepted definition of CPA aligns closely with interactive outcomes that advertisers sector, fostering clarity in ad performance and effectiveness assessments.