What is CPA marketing and how to apply it in practice

Entrepreneurs prefer to expand the horizons of Internet marketing by attracting additional partners to increase the volume of advertising and increase conversions and quality traffic. Efficiency is demonstrated by CPA marketing, which involves partners who perform additional promotions on popular sites. We talk about the benefits of CPA marketing for e-commerce businesses, what pros and cons it has, whether it is suitable for online stores, and what you should be afraid of when working.

What is CPA marketing and how does it work

CPA marketing is called affiliate advertising, which ensures a rational distribution of the budget: the entrepreneur pays only for the action taken by users. Also very popular is cpa affiliate network, which helps to find a suitable supplier, talk about the nuances and guarantee high-quality deals, since working directly with companies you have big risks. It does not pay for impressions and other forms of interaction: the banner can be displayed on the partner’s website around the clock, but the payment will be received only if the user goes to the advertiser’s online store and other types of targeted actions:

  • downloading a mobile application, demo version;
  • filling out the feedback form;
  • purchase of goods;
  • consultation order, others.

The partners are specialists who are engaged in the purchase of traffic or have websites: by advertising links posted on the sites, users enter the online store. In the course of promotion with the involvement of CPA marketing tools, standard advertising techniques are used:

  • banners or pop-ups;
  • one-pages;
  • video hosting;
  • direct and native advertising;
  • email newsletters;
  • SMM, retargeting, others.

A partner can engage in promotion in a complex way (full delegation of tasks) or partially (CPA marketing is used as an additional element of the strategy). The customer has the right to put forward conditions regarding the promotion tools used. For example, he can ban advertising on YouTube and blogs, knowing that the target audience does not visit these sites. It is necessary to clearly formulate all the conditions, if the advertiser does not set boundaries, then traffic will come from all sources.

Pros and Cons of CPA Marketing

Among the advantages of CPA marketing, it is worth highlighting:

  1. economic profitability, which is due to the form of payment for the action;
  2. getting high-quality traffic without extra effort;
  3. the ability to delegate part of the marketing tasks to a third-party specialist;
  4. getting traffic from different sources;
  5. quick acquisition of new customers;
  6. increasing the presence of a business on the Internet.

There are disadvantages, but not many: strict requirements of CPA networks for customer offers and the possibility of cooperation with a dishonest webmaster (private publisher).


CPA marketing is an effective solution for large businesses that offer affordable and relevant products to retail customers. When working with CPA campaigns, it is important to choose the right network, create a clear offer and monitor analytics in order to prevent cheating and identify fraudulent schemes in a timely manner. CPA networks protect customers from unscrupulous webmasters, so the risk of fraud is minimal, in case of problems, a dishonest partner will no longer be allowed to work. This type of marketing is not able to replace complex advertising, but it provides a stable flow of customers, certain transparency of calculations, and an increase in the conversion of the online store website.

Vivek is a published author of Meidilight and a cofounder of Zestful Outreach Agency. He is passionate about helping webmaster to rank their keywords through good-quality website backlinks. In his spare time, he loves to swim and cycle. You can find him on Twitter and Linkedin.