Cost per action (CPA) is an online advertising marketing strategy that allows an advertiser to pay for a specified action from a prospective customer. Doing a CPA campaign is relatively low risk for the advertiser, as payment only has to be made when a specific action takes place. In the CPA model, the publisher takes the maximum risk as income is dependent on good conversion rates. Because of this, selling on a CPA basis is not as desireable as selling ads on a CPM (cost per impression) basis.
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