When buying clicks, the manager constantly asks something like, “How will you pay?” And now I’ll tell you what the payment models for user actions are

CPA (Cost Per Action) – price per action. That is, the user did what we need and we get paid!

CPS (Cost Per Sale) – payment for the sale. The dude bought it and everything is fine and we get paid!

CPO (Cost Per Order) – payment for placing an order (in the online store) or for a confirmed order. Almost the same.

CPL (Cost Per Lead) – payment for a lead. Almost like CPA

CPI (Cost per Install) – installation fee. As I told about the Anti-Virus.

But more often it is either:

CPC (cost per click) is the cost of each click, Or

CPM (cost Per Thousand Impression or cost per mile) – payment for impressions in the amount of 1000 pieces.

These are not all, but the main ones. I prefer to use both CPC and CPM, then I analyze what brought the most profit and leave the leader. To a large extent, the results depend on the quality of the creative (most often the banner). In the evening I will tell you how I usually spend my day.

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