CPA: The Most Misunderstood Metric in Marketing

Mack Grenfell
Nov 3 · 11 min read

If you’re running any form of performance marketing activity, chances are that you’re doing it with the end goal of bringing in profit. You do this by bringing in as many conversions as possible for your brand, while keeping the amount you pay for each conversion (your CPA) somewhere below your profit per conversion, right?

This is the way that most of us think, either explicitly or implicitly, about performance advertising. The problem with it though is that it relies on the metric we call CPA, which is much less informative than it often appears…

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Mack Grenfell

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Advertiser, triathlete, and (ex) crypto-trader — https://twitter.com/GrenfellMack

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