Cost per action CPA , also sometimes misconstrued in marketing environments as cost per acquisition  , is an online advertising measurement and pricing model, referring to a specified action — for example a sale, click, or form submit e. Direct response advertisers often consider CPA the optimal way to buy online advertising , as an advertiser only considers the measured CPA goal as the important outcome of their activity  The desired action to be performed is determined by the advertiser. In affiliate marketing, this means that advertisers only pay the affiliates for leads that result in the desired action such as a sale. Radio and TV stations also sometimes offer unsold inventory on a cost per action basis, but this form of advertising is most often referred to as "per inquiry". Although less common, print media will also sometimes be sold on a CPA basis. CPA is sometimes referred to as "cost per acquisition", which has to do with the fact that many actions which advertisers are optimizing towards are about acquiring something typically new customers by making sales , although this has led to confusion in the marketing industry as to the correct meaning of CPA.
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