By Paul Knegten of Dapper
A metric that matters to marketers is: "How much do I have to spend to get a sale?" Whether that's a product or service sold online or offline, a lead generated, a newsletter subscription form completed, or a social application shared, cost per acquisition (CPA) tells you how much spend it takes to get one of these conversions.
This ClickZ/Dapper calculator shows the estimated CPA for a marketing campaign. You will need to plug in the amount you're paying in CPM (define) or CPC (define), the click-through rate (CTR), and the conversion rate from your ad traffic (or just estimate by using the conversion rate of your site in general).
This tool is a good way to see the performance of your search campaigns (with CPC pricing) versus your display campaigns (often priced by CPM). Try it!
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October 23, 2014
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