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Definition
cost per action (CPA)
Online advertising payment model in which payment is based solely on qualifying actions such as sales or registrations.
Information
The actions defined in a cost per action(CPA) agreement relate directly to some type of conversion, with sales and registrations among the most common. This does not include deals based solely on solely clicks, which are referred to specifically as cost per click or CPC.
The cost per action (CPA) model is at the other end of the spectrum from the cost per impressions model (CPM), with the cost per click (CPC) model somewhere in the middle. In a CPA model, the publisher is taking most of the advertising risk, as their commissions are dependant on good conversion rates from the advertiser's creative units and Web site.
Marketers looking for cost per action deals have several options. Publishers with considerable excess inventory may be willing to consider nonstandard offers. Sites specializing in incentive programs are in a position to offer CPA pricing on various types of leads, although the usual caveats concerning incentivized traffic still apply. Perhaps the most widespread use of performance-based pricing is affiliate marketing, whereby merchants/advertisers determine what actions they want to reward and how much they are willing to pay.
[ 本帖最后由 段续风 于 2006-10-9 01:20 编辑 ] |
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发表于 2006-10-9 01:13:48
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