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What is Cost per Action (CPA)

Encyclopedia of E-Commerce Development, Implementation, and Management
Also known as Pay Per Action (PPA) or Cost Per Conversion. This effectiveness metric is used in an online digital advertising pricing model to allow advertisers to assess the cost of generating each specific action when users click on an ad or a link that leads to a registration, purchase, request, or browsing.
Published in Chapter:
Real-Time Bidding Advertising: Challenges and Opportunities for Advertising Curriculum, Research, and Practice
Kenneth C. C. Yang (The University of Texas at El Paso, USA) and Yowei Kang (Kainan University, Taiwan)
DOI: 10.4018/978-1-4666-9787-4.ch091
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