Business Pitch Dictionary by pitch.dog
Digital marketing metrics · Core

Cost per acquisition

Also called: CPA

ELI5

Marketing cost divided by attributed acquisitions under a stated method.

Used in conversation

“The number is useful only if everyone calculates cost per acquisition the same way.”

Pitch context

You will see “Cost per acquisition” in brand decks, campaign plans, research reports and performance reviews when the discussion reaches digital marketing metrics.

Why it matters: In digital marketing metrics, a loose definition can change rights, obligations, approval, disclosure or enforceability.

Caution

Meaning, enforceability and required process vary by jurisdiction and agreement; this definition is not legal advice.

Connected terms

  • Customer acquisition costCAC estimates cost to acquire a customer; CPA measures cost per defined action or acquisition event, which may not be a customer.
Sources & evidence · 5

Direct term-level sources and supporting source families.