CPA or Cost per Action – sometimes cost per acquisition, although this is not as common a term – is a way to work out what you will need to pay in order to get people using your services. It is going to cost more to work under the cost per action system than it will cost per click as while many people will click on a link, in order to gain more information, not all will go any further. It could be that the link does not take them to anything they want, or simply because they are trying to get information at that stage rather than actually making a purchase.
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