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This article needs additional citations for verification. Direct response advertisers often consider CPA the optimal way to buy online advertising, as an advertiser only pays for the ad when the desired acquisition has occurred. The desired acquisition to be performed is determined by the advertiser. Radio and TV stations also sometimes offer unsold inventory on a cost per acquisition basis, but this form of advertising is most often referred to as «per inquiry». Although less common, print media will also sometimes be sold on a CPA basis. Online and Offline advertising payment model in which fees are charged based solely on the delivery of leads. In a pay per lead agreement, the advertiser only pays for leads delivered under the terms of the agreement.
No payment is made for leads that don’t meet the agreed upon criteria. Leads may be delivered by phone under the pay per call model. The information delivered may consist of as little as an email address, or it may involve a detailed profile including multiple contact points and the answers to qualification questions. There are numerous risks associated with any Pay Per Lead campaign, including the potential for fraudulent activity by incentive marketing partners.
Some fraudulent leads are easy to spot. Nonetheless, it is advisable to make a regular audit of the results. CPL campaigns are suitable for brand marketers and direct response marketers looking to engage consumers at multiple touch points — 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. 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 CPL 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 consumers has to submit a credit card and other detailed information.