{"id":147,"date":"2026-07-01T12:42:48","date_gmt":"2026-07-01T12:42:48","guid":{"rendered":"https:\/\/adfure.com\/what-is-a-good-cpa\/"},"modified":"2026-07-01T12:42:48","modified_gmt":"2026-07-01T12:42:48","slug":"%d0%ba%d0%b0%d0%ba%d0%b2%d0%be-%d0%bf%d1%80%d0%b5%d0%b4%d1%81%d1%82%d0%b0%d0%b2%d0%bb%d1%8f%d0%b2%d0%b0-%d0%b4%d0%be%d0%b1%d1%8a%d1%80-cpa","status":"publish","type":"post","link":"https:\/\/adfure.com\/bg\/what-is-a-good-cpa\/","title":{"rendered":"\u041a\u0430\u043a\u0432\u043e \u0435 \u0434\u043e\u0431\u044a\u0440 CPA? \u041e\u043f\u0440\u0435\u0434\u0435\u043b\u0435\u0442\u0435 \u0446\u0435\u043b\u0435\u0432\u0430\u0442\u0430 \u0441\u0438 \u0446\u0435\u043d\u0430 \u0437\u0430 \u043f\u0440\u0438\u0432\u043b\u0438\u0447\u0430\u043d\u0435 \u043d\u0430 \u043a\u043b\u0438\u0435\u043d\u0442 \u0432\u044a\u0437 \u043e\u0441\u043d\u043e\u0432\u0430 \u043d\u0430 \u043c\u0430\u0440\u0436\u0430"},"content":{"rendered":"

A good CPA is any cost per acquisition that sits below your maximum allowable CPA \u2014 the gross profit on an order minus the profit you want to keep.<\/strong> There is no universal “good” number. A 40 EUR CPA is ruinous for a low-margin 35 EUR product and a steal for a subscription worth 500 EUR over its life. The only benchmark that matters is your own unit economics. Here is how to set a target CPA that protects profit instead of chasing a number you found on the internet.<\/p>\n

What is CPA?<\/h2>\n

CPA (cost per acquisition, sometimes cost per action) is your ad spend divided by the number of customers or purchases it produced. Spend 1,000 EUR, get 25 sales, and your CPA is 40 EUR. It answers the most practical question in advertising: what does one customer cost me right now?<\/em> Its sibling metric, ROAS, looks at revenue; CPA looks at cost per outcome. They are two views of the same profit constraint.<\/p>\n

Why industry CPA benchmarks are misleading<\/h2>\n

Search “average CPA for Facebook ads” and you will get a tidy number. Ignore it. Benchmarks blend businesses with wildly different prices, margins and repeat rates. Your allowable CPA is determined by three things a benchmark cannot know: your average order value<\/strong>, your margin<\/strong>, and your customer lifetime value<\/strong>. Two shops with the same CPA can have opposite fates.<\/p>\n

How to calculate your maximum allowable CPA<\/h2>\n

Work from profit, not revenue:<\/p>\n

    \n
  1. Gross profit per order<\/strong> = selling price \u2212 all variable costs (product, shipping, fees, returns).<\/li>\n
  2. Decide the profit you want to keep<\/strong> per new order.<\/li>\n
  3. Maximum CPA<\/strong> = gross profit per order \u2212 desired profit per order.<\/li>\n<\/ol>\n

    Max CPA = Gross profit per order \u2212 Profit you want to keep<\/strong><\/p>\n

    Worked example<\/h3>\n