effective cost per action

Effective Cost Per Action or eCPA (as it is often initialized to) 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. An advertiser only pays for the ad when an action has occurred. An action can be a product being purchaed, a form being filled, etc. (The desired action to be preformed 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 purchaed the advertising inventory on a CPA basis (instead of a CPC, CPM, or CPT basis).

Effective Cost Per Action

See Also