Costs & Fees

Question 1

CPA

Answer 1

Cost Per Acquisition. This is a metric used to determine how much it costs to acquire one customer. You can calculate this by dividing the total cost of a marketing campaign by the number of conversions.

Question 2

CPM

Answer 2

Cost per Mille, or Cost per thousand impressions (mille is the latin word for thousand) is one of the most common ways to purchase advertising today. Though it is used across many branding and direct response campaigns, it is particularly suited for verticals and campaigns intended to raise awareness.

Question 3

CPI

Answer 3

Cost Per Install. The price an advertiser pays for each install event in which a user downloads their app.

Question 4

CPL

Answer 4

Cost Per Lead. Essentially a subset of CPA, or Cost per Acquisition, specifically used by verticals that require the audience to complete a form with their contact info.

For instance, in the insurance vertical, an interested user may have to enter their personal info in order to request an insurance quote or have a broker contact them.