CPA Calculator
Find out what each conversion costs. Fill any two fields and the calculator solves the third - spend, conversions, or CPA.
How CPA is calculated
CPA = Ad spend / ConversionsCPA (cost per acquisition) is the average amount you pay for each conversion - a purchase, lead, sign-up, or any goal event you define. It is one of the most direct measures of campaign efficiency.
CPA pulls together spend and conversion volume into a single number that tells you whether your campaigns are worth running at their current cost.
The target CPA you should aim for depends on the value of each conversion. If a customer is worth $200 in lifetime value, a $40 CPA leaves healthy margin. If they are worth $35, the same $40 CPA is a loss.
- Ad spend
- Total amount paid for the campaign or ad set in the measured period.
- Conversions
- Number of goal completions (purchases, leads, sign-ups, etc.).
- CPA
- Average cost to generate one conversion.
Common questions
What is a good CPA?
There is no universal answer - a good CPA is one that is lower than the value of a conversion. Calculate your target CPA from your margins and customer lifetime value, then use that as your benchmark.
What is the difference between CPA and CPL?
CPA is a broad term for any conversion. CPL (cost per lead) is a specific type of CPA where the conversion is a lead form submission. CPL is a subset of CPA.
How do I lower my CPA?
Improve targeting to reach higher-intent audiences, refine ad creative to increase CTR, optimize landing pages to improve conversion rate, and pause underperforming segments. All of these reduce wasted spend per conversion.
Can I use CPA for non-purchase goals?
Yes. CPA works for any defined conversion: email sign-ups, app installs, phone calls, video views that hit a threshold, or any other action you assign value to.