Cost per acquisition
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Cost per acquisition is a method of advertising whereby the advertiser only pays when an advert delivers an acquisition. Moreover, CPA is very effective for an advertiser to pay because they only pay when the advertising has met its purpose. The publisher relies on the conversion rate of the advertiser’s web site, something which the publisher cannot control. CPA model is not usually used for banner advertising and is usually linked with affiliate marketing.
- Rob Stokes, (2009) eMarketing: The Essential Guide to Online Marketing, 2nd edition, Quirk eMarketing (Pty) Ltd.,pp 31