# CPA (cost per action): what it is and how it works
> CPA (cost per action) is a pricing model and metric assigning cost to each defined action, such as a purchase, sign-up or enquiry.
URL: https://www.zorraquino.com/en/dictionary/advertising/cost-per-action.html

# CPA (cost per action)

CPA, or cost per action, is both an advertising pricing model and a metric in which the advertiser pays for, or calculates the cost of, each defined action someone takes, such as a purchase, sign-up or enquiry

What it means, how it is used and where it comes up, with its related concepts.

[The whole glossary](https://www.zorraquino.com/en/dictionary)

## What it is and how it works

As a pricing model, the advertiser pays only when the agreed action happens, which is common in affiliate marketing. As a metric, it is spend divided by the number of actions achieved, and it is also used as a bidding target on platforms such as Google Ads (target CPA).

The acronym covers several specific actions: when the action is a lead it is called cost per lead (CPL), and when it is a sale or new customer, cost per acquisition. It is always worth stating which action is being measured so that figures can be compared meaningfully.

Also known as

Cost per action, Pay per action

Topics

[Marketing and sales](https://www.zorraquino.com/en/dictionary/category/marketing-y-ventas)

## Related concepts

- [Cost per acquisition](https://www.zorraquino.com/en/dictionary/advertising/cost-per-acquisition.html)
- [Cost per lead](https://www.zorraquino.com/en/dictionary/advertising/cost-per-lead.html)
- [Affiliate marketing](https://www.zorraquino.com/en/dictionary/digital-marketing/affiliate-marketing.html)