Target CPA vs. Actual CPA
One more thing you should know. When you use each of the seven most successful tactics in lead-generation marketing, you will deal with two types of CPA: your target CPA and your actual CPA.
Your target CPA is the ideal CPA. It is the goal for the average amount you plan or hope to spend to acquire each customer action (whether that’s an actual sale, signing up for a webinar, etc.). You should try to determine your target CPA before launching your lead-generation campaign, based on how much you want to spend to acquire that lead and on the questions listed in the previous section.
Your actual CPA is the CPA you actually ...
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