# CPA (cost per acquisition)

URL: https://idukki.io/glossary/cpa
Category: Metrics
Pronunciation: C-P-A

Total spend divided by acquired customers. The bottom-line paid metric. UGC programmes routinely drop CPA by 22-34% on cold audiences because the creative converts at higher CTR for lower CPM.

## Related terms

- [ROAS (return on ad spend)](https://idukki.io/glossary/roas)
- [CPM](https://idukki.io/glossary/cpm)
- [CTR (click-through rate)](https://idukki.io/glossary/ctr)