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# CPA (Cost Per Action/Acquisition)
- URL: https://www.adlingo.org/glossary/cpa/
- Published: 2025-01-15T11:30:00.000Z
- Updated: 2025-01-15T11:30:00.000Z
- Description: A pricing model where advertisers pay only when a specific action (purchase, sign-up, etc.) is completed.
- Author: Travis Lusk
- Tags: Measurement, #glossary, #Import 2026-10-27 17:05

You pay when someone does the thing you actually wanted them to do. Not when they see the ad. Not when they click it. When they convert. CPA pricing puts the performance risk on the publisher or network, which is why not everyone offers it. When they do, read the conversion definition carefully. "Action" can mean a lot of things.