If you’re new to the world of performance marketing, you might feel a little confused by the number of terminologies and strange words. One of the most important things to learn at the beginning of your affiliate marketing career is the pricing model (CPM, CPC, CPL, CPA, CPC, CPI, CPS). It is using in building your marketing campaign. “What is CPM, CPC, CPL, CPA, CPV, CPI, CPS” understanding is important for successful investment or splashes of advertising. Check here for all definitions and procedures !!!


You must know by now that campaign costs need to add to your affiliate business model. That’s why we created this digital marketing glossary for you. 


Read about various pricing models, learn about CPM, CPC, CPL, CPA marketing, find out why everything does not cost-by-click, and be a high-quality digital marketer.


If you don’t know how to deal with marketing statistics and don’t keep track of them regularly, you may find that your advertising costs are higher than your revenue or that your marketing agency is not doing its job properly. Strong KPIs such as CPM, CPC, CPL, CPA, CPV, CPI, CPS prohibited it.


CPM, CPC, CPL, CPA, CPV, CPI, CPS terms apply to both advertisers and advertising platforms such as Google AdSense. By understanding all the terms of the pricing model, you can easily run ads on Google, Facebook, Twitter, Instagram, or even other platforms. So, Let’s start !!!


Media Buying Pricing Models:



Let’s start with a summary of the pricing models you could come across on your new career route. Keep in mind that each of them will change based on whatever internet traffic source you select.


1. CPM:


CPM Full Form:

Cost Per Thousand Impressions


CPM Objective: 


CPM is a term used by advertisers to reach many people at once without requiring them to click on anything. It can help in Brand Awareness because of its wide reach.


What is CPM Marketing?


Originating from the Latin language, the word “Mille” stands for a “Thousand views.” So, CPM is the cost of your ad per thousand impressions.


When an ad is effectively displayed on a web page or application, it is referred to as an impression. CPM pricing is popular for a high number of online ads. It usually comes from banners and native ads. Its prices typically range from fractions of a dollar to a few bucks.


CPM Formula:


CPM = (Ad Spend ÷ Ad Impressions) × 1000


CPM Formula


How To Find CPM Amount: 


You can use the CPM calculator: Click Here


CPM Pros and Cons:




– The amount of payment is predetermined

– Is a reliable source of income for publishers

– The value given to advertisers may be easily seen by the publisher

– Low risk and cheapest pricing model for advertisers




It is not a good metric for publishers to gauge the success of their site because CPM does not show you what your entire site is gaining. It only shows what advertisers will pay.


CPM is short for cost per thousand impressions, where “M” is the Roman numeral abbreviation for thousand. CPM is one of the most common ways of media buying. Because you have to pay every time your ad that loads on a webpage or in an app. It’s an easy method to buy, but it’s come under growing attention over the last decade since the client gets compensated for the impression of whether a customer sees it.


CPM Example:


For example, if the ad shows below the browser window but the user never scrolls down, the advertiser will still get compensated. The same is true for mobile. This can be vulnerable to fraud, with a typical situation including a fraudster putting 5, 10, or 15 advertising in the same area.


Because CPM is a pre-action statistic with no conversions, it has typically been used for brand advertising rather than performance campaigns. However, marketers are so used to it they will frequently back out a cost-per-click (CPC), cost-per-action (CPA), or cost-per-lead (CPL) to an expected CPM.


2. CPC:


CPC Full Form:


Cost Per Click


CPC Objective:


The ability to attract clicks and attract on the landing page determines the success of that advertising. This type of campaign is typically used to drive visitors to a specified landing page where a click is converted into a customer.


What is CPC Marketing?


CPC is also known as a PPC, which means pay per click. It is one of the simplest and self-explanatory pricing models. It is an ad monetization form that benefits both (advertiser and publisher) whenever users click on an ad.


CPC is a popular pricing model used within digital advertising with many ad formats, including Facebook ads and Google ads, usually to increase traffic on the website and apps.


CPC Formula:


CPC= Cost to the Advertiser / Number of Clicks


CPC Formula

How To Find CPC Amount:


You can use the CPC calculator: Click Here


CPC Pros and Cons:




– Less amount of risk for advertisers using CPC

– CPC is the most measurable investment for advertisers




– Sometimes it can be less predictable

– If your clicking advertisements will take users away from your website, you can generate traffic on your website.


CPC is a website metric. In CPC campaigns, you may specify a maximum budget so that when the agreed-upon amount of clicks is achieved, the advertising no longer appears.


One thing publishers must remember for CPC is that they must understand their audience. This knowledge is essential for placing the correct advertising on the right pages of their websites for people to click on them.


3. CPL:


CPL Full Form:


Cost Per Leads


CPL Objective: 


CPL has the ability of the ad to capture new leads or sales. You can get potential customers or contact that comes from email marketing or any other affiliate marketing strategies in the leads.


What is CPL Marketing?


In the CPA pricing model, advertisers pay whenever a conversion occurs. These conversions may come from various things. It implies that before beginning a CPA campaign based on this model, advertisers must put up some type of objective that they would perceive as a conversion.


This objective (a conversion) might be a sign-up, a sale, an impression, getting a qualifying lead, just engaging with an advertisement for a long enough period, or even reaching the targeted area of a website. When a user does this, the advertiser pays the agreed-upon fee. The rate might be flat or based on a proportion of earnings. Most marketers love the cost-per-action model, but it’s not so popular with publishers.


CPL Formula:


CPL = Total Marketing Spend / Total New Leads


CPL Formula


How To Find CPL Amount 


You can use the CPL calculator: Click Here


CPL Pros and Cons:




– Cost-Effective

– Guaranteed Leads

– Measurable Performance

– Precise Targeting

– Low Risk




– Lack of clarity

– Generates additional costs

– It has also burned through data

– No market intelligence

– No value-added to your data


CPL is used to collect leads in lead generation campaigns, where the advertiser’s only goal is to get data (such as e-mail addresses) from potential users. A CPL model is ideal for boosting email sign-ups, which can subsequently generate sales.


This pricing model is used by mobile and customer-centric marketers. When a lead form is completed and submitted, an advertiser pays a publisher or an affiliate. CPL is mostly used in B2B marketing, where it is necessary to make an immediate purchase. There is some risk of fraud because of bot programming. Still, CPL is a very effective way to generate leads.


4. CPA:


CPA Full Form


Cost Per Action or Cost Per Acquisition


CPA Objective: 


The advertiser pays per transaction or sale.


CPA is a type of payment scheme similar to CPM and CPC. But, Advertisers only get paid when a user completed the desired transaction, such as a purchase, download, or free trial. As a result, the advertiser only pays when an acquisition is achieved; hence, CPA stands for Cost Per Acquisition. 


That means publishers take all the risk for running ads to get conversion instead of getting clicks or impressions. It is also a widely used model to grow a business.


What is CPA Marketing?


Advertisers pay only if a conversion occurs while using the CPA pricing model. Conversions might mean a variety of things. It implies that before launching a CPA campaign based on this model. Advertisers must first set up a target that they would perceive as a conversion.


A sign-up, a sale, an impression, getting a certified lead, just engaging with advertising for long enough, or even going to the targeted area of a website are all examples of conversions. When a user does this, the advertiser is compensated at the agreed-upon rate. A fixed charge or a percentage of earnings might be used. Most marketers love the cost-per-action model, but it’s not so popular with publishers.


CPA Formula:


CPA = Cost to the Advertiser / Number of Conversions


CPA Formula


How To Find CPA Amount:


You can use the CPA calculator: Click Here


CPA Pros and Cons:




– Paid well

– Best for job opportunities

– There are also more variations of specialty options to extend a career

– Person works in a comfortable environment with well-known clients




– It is possible to stay engaged with a single customer for a long time


The term “cost per acquisition” refers to the cost of making a sale. When an ad is seen and results in a sale, a payout is triggered (or clicked on). Because precisely attributing a transaction to a specific reason can be exceedingly difficult online, it is up to the advertiser to determine which ad prompted a sale.


5. CPV:


CPV Full Form:


Cost Per View


It is also known as PPV means Pay Per View


CPV Objective: 


CPV advertising is unusual in internet advertising since you typically pay while expecting the opposite to happen. The goal of most advertisements is to grab attention, such as getting more views. If someone clicks before your video ad is fully viewed, you won’t get the view you paid for. The More views you receive, the more clicks you get.


What is CPV Marketing?


The CPV is quite a unique digital media buying model. It is not used for conventional banner ads since, unlike the CPM, it is a cost for a single view (as opposed to cost per thousand impressions).


When creating a campaign using different advertising, such as video advertisements or pop ads, you may come across CPV. Keep in mind the CPV rate. Because it is usually a fraction of a dollar, thus mistakenly doing CPV for CPM will quickly drain your budget.


CPV Formula:


CPV = Total Amount Spend / Total Measured Views


CPV Formula


How To Find CPV Amount:


You can use the CPV calculator: Click Here


CPV Pros and Cons:




– Cost-Effectiveness

– Great media model to create brand awareness

– Most affordable methods 

– Bring quality traffic




– Require time and experience team/ person

– A person has to monitor the keyword continually


The price an advertiser pays for each time their video ad is broadcast is referred to as cost per view (CPV). This pay approach relies on ad plays to determine genuine audience interest, ensuring that advertisers receive more bang for their budget.


The cost-per-view model is an alternative to the traditional impression-based methods used in digital advertising, such as Cost Per View (CPCV). Cost per view has been promoted as a more effective measure of viewer interest and a more cost-effective medium for the spirit of video advertising, as video lasts longer than the typical one- or two-second criteria for commercial impressions.


6. CPI:


CPI Full Form:


Cost Per Install


CPI Objective: 


For mobile app advertisements, the CPI model is used. It’s like the CPA model, but it’s more precise. In this approach, the app advertiser is paid whenever a user interacts with an ad and downloads an app.


What is CPI Marketing?


CPI, or Cost Per Install, is one of them, and while the name makes it appear straightforward (pay-per-install means you get paid when someone downloads your app, right?), it has a lot of complexities. App marketers take part in a challenging and growing market to use this approach to achieve their marketing objectives.


CPI Formula:


Cost Per Install = Ad Spend / New Installs From Ad


CPI Formula


How To Find CPV Amount:


You can use the CPV calculator: Click Here


CPI Pros and Cons:




– Best for advertising the app

– Better specific metric

– Great for game developers

– You can target your app’s niche audience easily

– Guaranteed App installs for what you paid




– Doesn’t determine the success rate

– Doesn’t show app usage after installation

– Shows only initial stage capture

– Costs get increase under competition

– Complicated process

– Drive low-quality users


When you run a cost-per-install campaign, you will advertise in various digital media to encourage people to download your marketing app. You pay the ad network or publisher when a person downloads your app on their mobile device.


CPI campaigns may help app marketers increase their user base and improve their product’s position in mobile app marketplaces. However, your cost per install campaign can be influenced by several factors such as –


1. Country location

2. Mobile device platform

3. Ad network used

4. App category


7. CPS:


CPS Full Form:


Cost Per Sale


CPS Objective:


According to this payment model, advertisers are compensated for sales produced by publishers through advertisements placed in the publisher’s mobile or desktop inventory. CPS (Cost-Per-Sale) is a subset of the CPA (Cost-Per-Action) advertising payment model.


What is CPS Marketing?


In CPS, statistic varies significantly between digital and physical products sold from one channel to other. Advertisers benefit from this model since it helps them to reduce their marketing and advertising expenditures.


CPS Formula:


Cost Per Sale = Total cost / Total sales number


CPS Formula


CPS Pros and Cons:




– Easy to track

– Good choice for traditional offers

– Work well in the mobile app space

– You can measure the profitability during an ad campaign

– Offers analytics, visibility, and control over the campaign

– Optimization is quick




– Doesn’t always reflect user behavior


CPA is a statistic that is commonly used in combination with CPS to monitor, track, and report on the success of an advertising campaign. The entire cost of acquiring for one client is measured by CPA. CPA and CPS, when combined, may give a clear picture of a campaign’s effectiveness.


Pricing Model Comparisons:




CPC stands for “Cost Per Click”. You pay a set amount each time your ad is clicked in this model. If you pay $0.40 per click and your ad is clicked 1,500 times, you will pay the ad network $600 for your ad. You would spend less if fewer people clicked on your ad.


CPM stands for “Cost Per Thousand Impressions”. In this approach, you pay a fixed fee to have your ad served 1,000 times by a network. This pricing point is unaffected by whether visitors visit your website.




Rather than concentrating on the click, the most essential factor is whether the user converts after clicking on an ad. While both CPA and CPC are used in PPC ads, advertisers often choose one over the other. If an advertiser has a high click-through rate and a history of consistent conversions, they should undoubtedly use CPA (which pays more per click but could earn more revenue). 


If an advertiser does not have a consistent stream of conversions, wants to optimize for a good PPC profile score, or has a tight daily budget, CPC is the way to go.


CPC vs CPA vs CPM:


Publishers have a lot to gain from advertising as well, and I’m specifically talking to banner advertising. The publisher may pick between CPC, CPA, or CPM to subsidize their editorial operations, depending on the popularity of the website or the business specialty it supports.


Choosing among these three price strategies might be difficult, especially if you’re new to this technique. As a publisher, advertising may be your sole source of revenue, so choosing the best option for your website before signing a contract is critical.


Which Pricing Model is the Best For Online Advertising?


Which Pricing Model is the Best For Online Advertising?


We hope you understand the basic concept about – what is CPM, CPC, CPL, CPA, CPV, CPI, CPS? So, when you going to use any models, it is important to establish your goals early on.


For a beginner, we suggest that start with the CPM model because it is easy to implement. After learning other pricing models, you can step by step apply as per goal. Knowing the target is an important factor, as you can choose any price model knowing it.

1 Comment

  • Merissa
    December 10, 2022

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