CPA in marketing stands for cost per acquisition or action, which is a type of conversion rate marketing. It refers to the fee a company pays for an advertisement that results in a sale or action, such as signing up for a newsletter or downloading an eBook. The company only pays for the advertisements that resulted in sales, making it a low-risk form of advertising. CPA advertising is often used when companies are undertaking affiliate marketing on external websites, blogs, or social media. CPA marketing is an affiliate strategy involving a partnership between an affiliate and an advertiser, where the affiliate earns a commission when a user or customer takes a specific action as a result of the marketing. CPA marketing is a low-risk form of affiliate marketing because businesses only pay when they receive a conversion. CPA campaigns are publisher-centric, and advertisers cede control over where their brand will appear, as publishers browse offers and pick which to run on their websites.