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Cost per acquisition or CPA is a benchmark of efficiency in advertising spend based off of the completion of particular events, commonly referred to as goals, conversions or purchases. This takes a look at the overall cost required to reach one of these conversions and is usually shown as an average across all conversions during a marketing campaign. Some goals may not be hard conversions, rather Key Performance Indicators. CPA is a bid optimization strategy on Google Ads that allows an advertiser to limit the overall cost they’re looking per individual acquisition.

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