What is cost per action or CPA? 

CPA or cost per action is an advertisement measurement and pricing model, primarily used in mobile user acquisition campaigns and other performance marketing. These campaigns are when advertisers choose a user’s action within the mobile app to measure and only pay for users who engage in that action. The actions can include registrations, reaching the next level, milestones, and many more. With those actions defined – advertisers pay when the user sees the in-app ad, install the app, and complete the predefined action. 

Why is CPA important? 

As a pricing model, CPA is important as advertisers can set a target price to acquire new users or take other actions profitably and then build and optimize their UA campaigns towards this.

How do I calculate CPA? 

CPA = advertising costs / actions.  

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