CPA stands for ‘cost per action’ or ‘cost per acquisition’- also known as the holy grail of online advertising. In a CPA campaign the advertiser only pays when a desired action has occurred, which is why this is arguably the most cost efficient form of online advertising. The actions could range from a user completing an online form, subscribing to a newsletter or making a purchase. With the CPA model, the advertiser pays the publisher either a flat fee, or a percentage (commission) of the value of each sale, for each action generated.

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