Cost per acquisition (CPA) measures how much it costs to acquire a new customer, factoring in all marketing and sales expenses. It’s a fundamental profitability metric that reveals campaign efficiency.
In B2B marketing, CPA links campaign performance directly to revenue efficiency. By analysing CPA across different channels, audience segments, and time periods, marketers can identify which efforts generate the strongest return and where optimisation is needed. This insight guides smarter budget allocation and ensures investment decisions support sustainable growth.
When compared with average contract value (ACV) or customer lifetime value (CLV), it determines whether growth is sustainable.
