Many marketing metrics are indicators of success, such as conversion rate and visits or "sessions". Cost Per Acquisition, on the other hand, is a financial metric used to directly measure the revenue impact of marketing campaigns. Conversion rates are a primary indicator of marketing success, but CPA provides the business perspective by which to gauge campaign success. There is no universal benchmark in ecommerce for a "good" CPA. Every online business has different margins, prices, and operating expenses. The most important factor in determining a desired CPA is understanding these factors, enabling a business to calculate how much they can reasonably afford to pay for acquiring customers.
21 innovative growth strategies used by Airbnb, Etsy, Slack, Twitter, and more
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