THE MANY DEFINITIONS OF ‘COST PER ACQUISITION’

Summary from the TLDR Marketing newsletter

Most marketers define cost per acquisition (CPA) as the average cost of generating a conversion via a particular marketing campaign/channel. However, this fails to address the many types of CPA, each with a different combination of attribution model and attribution window. Different teams within an organization might interpret the same CPA value differently based on their assumptions about how it was calculated. Always specify the details of your CPA metric definition to avoid miscommunication and ensure that you’re using the most appropriate attribution model.