Internet advertising pricing models


CPA (Cost Per Action)
An online advertising pricing model where an advertiser pays a publisher for a specific action performed by a user that was taken by the publisher to the advertiser’s website. Depending on the type of action, the CPA can be divided into CPL (cost per lead) and CPS (cost per sale).

Internet advertising pricing models

CPL (Cost Per Lead)
The CPL model (cost per potential client) can often be found when working with online games, online services and financial offers. A potential customer can refer to a registration on a website, submit a request, place a subscription or other action associated with the entry of personal data. The cost of lead is usually fixed.

CPS (Cost Per Sale)
In the CPS model (cost per sale), an editor receives a reward for purchases made by users attracted to an advertiser’s website. The reward in this case is a percentage of the total order. CPS is the most used price model in electronic commerce.

CPI (cost per installation)
In this case, the payment is made for the download and subsequent installation of an application. In general, we are talking about mobile applications, but it can also be applied to desktop software (for example, antivirus software). As a general rule, advertisers pay a fixed price for each application downloaded.

CPC (cost per click)
An online advertising pricing model where an advertiser pays an editor for a user’s click on a banner, link or text placed by the publisher. The cost of the click is calculated in each case individually, depending on a series of parameters that include the quality of the traffic.

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