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Whatis CPA?
CPA is cost per acquisition: what you paid, divided by the number of customers it produced. It is the closest thing marketing has to an honest number, and the hardest one to attribute correctly.
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The difficulty is that most purchases have more than one cause. Somebody sees a Reel, forgets it, walks past the place three weeks later and goes in. Attribution has to decide who gets the credit, and every method of deciding is a guess with a preference.
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