Glossary
CPA
What one order costs you in ad spend.
What it means
What one order costs you in ad spend.
Often easier to reason about than ROAS, especially when your prices vary a lot. If you know a customer is worth €40 in gross profit, a €25 CPA is a business and a €45 CPA is not.
CPA also translates directly into a bidding target, which ROAS does not when order values swing.
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