![]() CPA is often cost-per-action in the mobile marketing world, which means you pay for certain actions taken by a user in your app, such as registering for an account or making their first purchase. OK, we’re verging into the little-bit-odd section of the marketing analytics verbiage again. CPA or CPS: cost per action, cost per acquisition, or cost per sale That’s a little harder to do, however, than to fire off fake clicks. It can be a very effective way to buy, though there is some risk of fraud if bots are programmed to fill in leads automatically. CPL is common in B2B marketing, where it is unlikely that someone will make a purchase immediately. You as an advertiser pay a publisher or an affiliate when a lead form is completed and submitted. This is not a common model for mobile marketers or even consumer-focused marketers.ĬPL means cost per lead. Which is why, as you get deeper and deeper into media buying models that involve measurable metrics, you need fraud prevention solutions to ensure you’re getting what you pay for. Some CPC programs are very effective, but there is a potential for fraud if a company deliberately uses bots or some other technique to drive clicks not initiated by a real person. Some advertisers prefer to buy CPC versus CPM because they believe they only pay when someone is interested enough in the message to want more info. Here the advertiser (that’s you) pays when a click is made on an ad. And thankfully, there’s no Latin involved.ĬPC is cost per click advertising. CPC: cost per clickĬPC is probably the simplest media buying model to understand. Ultimately, however marketers are so used to it they’ll often back out a cost-per-click (CPC) or a cost-per-action (CPA) or a cost-per-lead (CPL) to an estimated CPM. This can be vulnerable to fraud, with a typical scenario being a fraudster loading up 5, 10, or 15 ads in the same space, stacked over top of each other.ĬPM has traditionally been used for brand campaigns, not performance campaigns, because it’s a pre-action metric: no conversions involved. ![]() On the web, for example, if the ad appears below the browser window and the user never scrolls down, the advertiser still pays. It’s a simple way to buy, but over the past decade it’s come under increasing scrutiny because the client is charged for the impression whether or not a consumer actually sees it. ![]() You essentially pay for every time your ad loads on a webpage or in an app. CPM: cost per thousandīefore you ask: yes, it is odd that CPM translates to “cost per thousand” but has an “M” and not a “T.” That’s because, just to make it a little more challenging, marketing experts have thrown a little old, dead, mostly forgotten language in for your pleasure (or perhaps theirs).ĬPM is short for cost per thousand impressions (the M is the Roman numeral abbreviation for 1,000.) CPM is one of the most common ways of buying digital media. In the interest of being helpful for both experts and newbies, here are a few terms you’ll encounter. Even experienced mobile marketers often have to turn to Google and re-check a seldom-used acronym.Īnd then, of course, you shake your head and wonder how you forgot it. To a new digital marketer, they can be bewildering. Or, rather, it’s very own galaxy of acronyms.
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