What is cost per acquisition (CPA)? Cost Per Acquisition (CPA) is the average amount an advertiser pays for each desired conversion from a campaign. It links marketing spend to customer outcomes, which makes it especially useful when you optimize for leads or sales rather than clicks alone. Cost Per Acquisition
Conversion rate is conversions divided by the relevant population, then multiplied by 100. The action might be a purchase, a qualified lead, or another event marked as important. The population might be ad interactions, website sessions, or users, so two reports can produce different rates for the same week. Use
Conversion lift estimates how many extra conversions advertising caused by comparing a treatment group that could see the ads with a control group that could not. The difference is incremental only when assignment is valid, the groups stay comparable, and the control remains unexposed. It is not a last-click total