Calculate your cost per acquisition
Calculate cost per acquisition or conversion using campaign spend and completed conversions.
Formula: Cost / Conversions
How to use the CPA calculator
Enter campaign spend and completed conversions. CPA shows the average advertising cost required to acquire one conversion. The optional target CPA estimates the maximum campaign cost for the same number of conversions at your chosen target.
CPA formula
CPA = Campaign cost / Conversions. If a campaign spends $1,000 and generates 80 conversions, the CPA is $12.50.
Example: 100 conversions
At a $10 CPA, 100 conversions require $1,000 in ad spend. At a $25 CPA, the same volume costs $2,500. Whether either result is sustainable depends on the value and margin generated by each conversion.
Planning examples
These examples are mathematical scenarios designed to help with planning. They are not claims about typical market performance.
| Conversions | $5 CPA | $10 CPA | $25 CPA | $50 CPA |
|---|---|---|---|---|
| 10 | $50 | $100 | $250 | $500 |
| 50 | $250 | $500 | $1,250 | $2,500 |
| 100 | $500 | $1,000 | $2,500 | $5,000 |
| 500 | $2,500 | $5,000 | $12,500 | $25,000 |
| 1,000 | $5,000 | $10,000 | $25,000 | $50,000 |
How to judge whether CPA is sustainable
Compare CPA with gross profit, contribution margin, repeat purchases and customer lifetime value. The lowest CPA is not automatically the best if a different campaign brings more valuable customers. The values in the table are mathematical planning scenarios rather than market benchmarks.
Frequently asked questions
Is CPA the same as cost per lead?
It can be when a lead is the conversion you are optimizing for. CPA can also represent a sale, booking, registration or other acquisition event.
How do I calculate conversions from budget and CPA?
Conversions = Budget / CPA. A $2,000 budget at a $20 CPA estimates to 100 conversions.
Should CPA always be minimized?
No. A higher CPA can still be profitable when the acquired customers generate greater margin or lifetime value.
How is CPA different from ROAS?
CPA measures the cost of one acquisition. ROAS measures revenue generated for each unit of advertising spend.