Cost Per Acquisition

Cost Per Acquisition (CPA) is the total amount you spend on marketing divided by the number of customers you actually convert. For B2B, this means adding up all your campaign costs—ads, sales tools, content creation, events—and dividing by closed deals or signed contracts, not just leads. Track it by campaign or channel so you know if your LinkedIn ads, email nurture, or webinars are actually profitable relative to your deal sizes.