Online Advertising
Effective Cost Per Action
Effective Cost Per Action (often abbreviated to eCPA) is
a phrase often used in
online advertising and
online marketing circles.
CPA is considered
the optimal form of buying
online advertising from the advertiser's point of view, as they only pay for
an advert when an action has occurred. An action can be a product
being purchased, a form being filled, etc. (The desired action to be
performed is determined by the advertiser.)
eCPA is used to measure the effectiveness of advertising
inventory purchased (by the advertiser) via a
CPC,
CPM, or
CPT basis. In other words, the eCPA tells the advertiser what they
would have paid if they purchased the advertising inventory on a CPA
basis (instead of a
CPC,
CPM, or
CPT basis).
See also
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