Editing Cost per action (section)

==Differences between CPA and CPL advertising==

In [[Cost per lead|Cost Per Lead]] campaigns, advertisers pay for an interested lead (hence, cost per lead) — i.e., the contact information of a person interested in the advertiser's product or service. CPL campaigns are suitable for [[Brand marketing|brand marketers]] and direct response marketers looking to engage consumers at multiple touchpoints — by building a newsletter list, community site, reward program or member acquisition program.

In CPA campaigns, the advertiser typically pays for a completed sale involving a credit card transaction.

There are other important differentiators:

* CPA and [[affiliate marketing]] campaigns are publisher-centric. Advertisers cede control over where their brand will appear, as publishers browse offers and pick which to run on their websites. Advertisers generally do not know where their offer is running.
* CPL campaigns are usually high volume and light-weight. In Cost per lead campaigns, consumers submit only basic contact information. The transaction can be as simple as an email address. On the other hand, CPA campaigns are usually low volume and complex. Typically, a consumer has to submit a credit card and other detailed information.