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CPA

CPA is cost per recorded action or acquisition; its meaning depends on the defined conversion.

Formula

CostConversions= CPA

Example
€100 ÷ 5 = €20 average CPA

Illustrative calculation, not a client result or benchmark. Use comparable periods and consistent measurement definitions.

How it works

Divide spend by comparable conversions and specify whether you measure purchases, enquiries or another action.

Example

Example: €200 for 10 enquiries means a €20 enquiry CPA, not necessarily a new-customer CPA.

Common mistakes

Do not mix actions of different value without an explicit definition.

How can you check this in practice?

Average CPA is cost divided by recorded conversions. €300 over 10 conversions equals €30. Check what counts: a purchase, enquiry or every event. With zero conversions the ratio is undefined, not a zero cost.

Distinctions and limitations

Form CPA is not automatically customer acquisition cost. Some enquiries may never become sales. Target CPA is a bidding objective; average CPA is a measured outcome for a particular period.

Official sources

Editorial responsibility: Biser Bozhinov · PPC Specialist

Updated: 05/11/2026

For a correction or question: office@z-consult.bg