CPA

Cost-per-action pricing, especially prized by performance marketers (see also: Performance Marketing).

Marketers pay when someone completes a predetermined task after interacting with an ad, whether that’s submitting a form or completing a transaction (see also: Leads). CPA campaigns require ad sellers to direct the most qualified prospects to the marketer, or the seller does not get paid. Marketers must be able to convert the prospect to a lead or customer, and the marketer must also know exactly how much such a referral is worth.