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Cost per action (CPA) is the standard business model used in direct response advertising, whereby the advertiser pays not for ad space but only for the results generated.
HelloSea travel agency managed to decrease its promotional cost by 25% using cost per action advertising instead of buying expensive and ineffective advertising space.
This concept is used in online advertising and the specific action (or conversion) is determined by the advertiser. The exact cost is calculated by dividing the total advertising expenses by the number of actions. Those actions usually represent paying customers, but may also be registration, subscription, etc. The concept also goes by the names of per inquiry advertising (PI) or cost per inquiry (CPI), and it is related to cost per lead (CLP) or pay per lead (PPL) and pay per click (PPC). Although cost per action is sometimes confused with cost per acquisition (both abbreviated as CPA), the two terms are not the same. Cost per acquisition indicates a cost of acquiring anything for benefit of the company. In a case of acquiring a new customer, it is called customer acquisition cost (CAC).
„Cena za akci“ (v češtině běžně označovaná jako cost per action nebo CPA) je standardní obchodní model reklamy s přímou odezvou, kdy inzerent neplatí za inzertní prostor, ale pouze za získané výsledky.
Cestoví agentura HelloSea dokázala snížit svoje propagační náklady o 25 % pomocí reklamy s cenou za akci namísto nákupu drahého a neúčinného reklamního prostoru.
Tento koncept se používá v online reklamách a konkrétní akci (konverzi) určuje inzerent. Přesná cena se vypočítá jako podíl celkových nákladů na reklamu a počtu akcí. Akce obvykle představují platící zákazníky, ale může se jednat i o registrace, přihlášení odběru apod. Tento koncept se rovněž nazývá per inquiry advertising (PI) nebo cost per inquiry (CPI), a je podobný cost per lead (CLP) neboli pay per lead (PPL) a pay per click (PPC). Přestože se cost per action někdy zaměňuje s cost per acquisition (cena za akvizici/získání, obojí má zkratku CPA), nejsou tyto dva pojmy totožné. Cena za akvizici udává cenu za získání čehokoli ve prospěch společnosti. Jedná-li se o zákazníka, nazývá se koncept cena na získání zákazníka (CAC).
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English Editorial Services’ mission is to assist international businesses and organizations of all sizes to communicate clearly, correctly, and persuasively with their business partners and target audiences.
Simply subscribe to receive our Business Term of the Day at no charge to your inbox each business day, with explanation in English and Czech.
