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Glossary / Paid Media

Cost per acquisition (CPA).

Spend divided by the number of customers or sales acquired.

What it means

Spend divided by the number of customers or sales acquired. CPA is closer to business value than CPL because it counts outcomes, not inquiries.

Related terms

Customer acquisition cost (CAC)Return on ad spend (ROAS)

More in Paid Media

Ad frequency Click-through rate (CTR)Connected TV (CTV)Cost per click (CPC)Cost per lead (CPL)Cost per thousand impressions (CPM)Google Ads Impressions

Read more.

Articles that put Cost per acquisition to work.

Cover illustration for the article “Fractional CMO Cost in 2026: What You Pay, What You Get, When It Beats a Hire”

Fractional CMO · 8 min read · Nick Irmo

Fractional CMO Cost in 2026: What You Pay, What You Get, When It Beats a Hire

Fractional CMO cost in 2026: typical retainers and hourly rates, what is included, how it compares to a full-time hire, and when it is the wrong call.

Cover illustration for the article “Choose Your Poison, I Mean, Err… Channel: Not Every Marketing Channel Is Meant for Every Business”

Strategy · 5 min read · Nick Irmo

Choose Your Poison, I Mean, Err… Channel: Not Every Marketing Channel Is Meant for Every Business

You don't need a billboard if you sell a local service 100 miles away, or Pinterest if you sell ethernet cables. Here's how to pick the few channels that fit your business, and quit the rest without guilt.

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