Cost-Per-Acquisition, Conversion and Cost-Per-Lead Calculator

Acquisition Cost

Cost-Per Acquisition

Cost-per-acquisition (CPA) is the average amount an advertiser pays when a person clicks on an ad and takes a converting action. Since acquisition types vary by business and vertical, this could also be cost-per-lead, conversion, sale, download, opt-in, etc. This metric can be analyzed by the hour of the day, day of the week, device types and demographics to look for standout audience segments who are more likely to convert when clicking an ad, thus generating a lower cost-per-acquisition.

To calculate cost-per-acquisition, enter the total advertising spend below and the total number of conversions, leads, opt-ins or acquisitions that resulted from the ad spend.

Cost-per-acquisition (CPA) Excel Formula


Glossary of Paid Media Terms

Spend: Spend is the net advertising cost. This does not include management fees, creative or anything else - purely the advertising hard cost.

Impressions: Impressions are the amount of times ads appeared, or were shown, in the given channel. Essentially how many ads were served by the advertising spend.

Click-through Rate (CTR): CTR is the rate at which impressions result in a viewer of the ad clicking on it. If 100 ads are shown and 1 person clicks, that is a 1% CTR. Clicks / Impressions = CTR

Clicks: Clicks are the amount of people who clicked on, or took an action on an ad. The click metric is also commonly associated with the number of website visitors.

Cost-per-click (CPC): Cost-per-click is the average amount paid in advertising spend per click on the ad. Spend / Clicks = CPC

Conversions: Conversions - which could be sales, leads, downloads, email opt-ins - is the total volume of conversion actions attributed to the ad spend.

Conversion Rate: Conversion rate is the rate at which a click turns into a conversion action such as a lead form submission, ebook download, email opt-in, sale, etc. Conversions / Clicks = Conversion Rate

Cost / Conv.: Cost-per-conversion is the average amount of advertising spend invested per resulting conversion action. Spend / Conversions = Cost-Per-Conversion

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