By: MakingMarkingEasy.com
CPA or “Cost per Acquisition” is a tactic used by advertisers to acquire something, which is usually getting newer customers through sale. There are many who use the term “cost per action” to convey the same meaning as “cost per acquisition”, which is not entirely wrong. All cost per acquisition falls under the broader umbrella term of cost per action. CPA generally focuses on the present, and this is reflected in the campaigns for CPA. These campaigns aim at luring the customers to buy the products as quickly as they can, usually at the very first time they visit a website.
By contrast, CPL or “cost per lead” campaigns are interested in giving leads to potential customers for the product. Customers are made to follow many such interesting leads before they finally buy the product. The contact details of the interested customers are provided. The advertisers of the campaign pay for these leads. CPL campaigns work very well for brand marketers who build up a relationship with prospective customers by involving them using newsletters or reward programs.
The above is the chief difference between CPA and CPL. However, there are other points of contrast which are no less important. They are-
CPA campaigns are controlled by the publishers who choose which advert to run on what website. The best offers are chosen from numerous offers, and it is the publishers who pick out the best, the advertisers play no role in the process. On the other hand, CPL campaigns are dominated by advertisers. It is they who hire publishers to run their advertisements on websites.
CPL campaigns are effortless and simple, where transactions can be achieved through just an email id. The only information required is contact details. By contrast, CPA campaigns are far more complex, and the customer has to submit every detail, including that of their credit cards, for the transaction to be successfully completed.