How to Determine Your Ad Platform’s Pricing Model and Rates
Kevel
MARCH 28, 2022
Total cost (ad spend) divided by actions/conversions/leads. Cost-per-action/lead (CPA or CPL) is less common, but loved by direct response advertisers. Here, advertisers pay only for a conversion event, such as a purchase or app download. Such rates may be less interesting if you’re pitching just rectangular banner ads.
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