CPA tells you what a new lead really costs. A good website lowers CPA because a larger share of visitors sends an enquiry.
What it means in practice
CPA (cost per acquisition/action) is the cost of one conversion – an enquiry, call, booking or sale. It’s calculated by dividing campaign spend by the number of conversions.
Why it matters for your business
CPA shows what a new lead really costs and lets you compare channels: are customers cheaper from Google Ads, Facebook or SEO? A good website lowers CPA because more visitors send an enquiry.
Examples and good practice
- Set a maximum CPA at which the campaign is profitable.
- Measure conversions precisely: forms and calls.
- Improve the landing page before raising the budget.
- Compare CPA across campaigns every month.
How Novi handles it
Novi websites are designed for conversions, which lowers campaign CPA. The Lead and ROI dashboard shows the cost per enquiry for each channel.
