| Effective Cost Per Action |
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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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