Cost Per Action

Ebrahim Ezzy analyses the pros and cons of the CPA (Cost per Action/Acquisition) advertising model. To cut right to the conclusion:

“It is obvious that CPA alone is not the ultimate panacea for advertisers hoping to deliver campaigns that are branded or lead-generation focused. This is evidenced by the fact that many advertisers regularly shift dollars between several types of campaigns – including CPM, CPC and CPA.”