Formula
CPA = Campaign cost ÷ AcquisitionsCPA calculation
CPA divides campaign cost by completed acquisitions. A $9,000 campaign with 300 acquisitions produces a $30 CPA.
An acquisition can be a sale, lead, signup or other defined action. State the action whenever reporting CPA.
CPA is not always CAC
Campaign CPA usually includes media cost and platform-attributed actions. Blended customer acquisition cost can include creative, tools, agencies and payroll, and counts actual new customers. Use the terms deliberately.
Assumptions
- Acquisitions use a consistent attribution rule.
Sources and methodology
CalcMotive publishes the formula and assumptions so you can decide whether the estimate fits your use case. See our methodology standards.