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Free CPA Calculator

Get your cost per acquisition, the most you can afford to pay per sale, and the CPA that keeps your profit target. Free, no sign-up.

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Direct answer

How do you calculate cost per acquisition?

Cost per acquisition (CPA) is ad spend ÷ conversions: $1,000 for 20 sales is a $50 CPA. To know whether that is profitable, compare it with your break-even CPA, which is average order value × gross margin. With an $80 order and a 60% margin, break-even is $48, so a $50 CPA loses $2 on every first order.

Formula
CPA = ad spend ÷ conversions · Break-even CPA = order value × margin

CPA calculator

Enter spend and conversions for your CPA. Add order value and margin to see your break-even and target CPA.

Your CPA
$50.00
$1,000 ÷ 20 conversions
Break-even CPA
$48.00
Order value × margin
Target CPA
$32.00
Keeps 20% profit per order
Profit per order after ads
−$2.00
Above break-even: losing money

For cost per action vs acquisition and marginal CPA, read the CPA glossary entry. To check the same campaign as a multiple, use the ROAS calculator.

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Calculator guide

Using CPA to decide what you can afford per sale

Updated

How to use the CPA calculator

  1. Enter ad spend and the number of conversions for the same date range and attribution window.
  2. Add your average order value and gross margin to see break-even CPA.
  3. Set a profit target to get the CPA you should bid or optimise towards.

What the calculator works out

ResultFormulaExample
CPAad spend ÷ conversions$1,000 ÷ 20 = $50
Break-even CPAorder value × gross margin$80 × 60% = $48
Target CPAorder value × (margin − profit target)$80 × (60% − 20%) = $32
Profit per order after adsbreak-even CPA − CPA$48 − $50 = −$2

Break-even CPA at different order values and margins

Order value40% margin50% margin60% margin70% margin
$40$16$20$24$28
$60$24$30$36$42
$80$32$40$48$56
$120$48$60$72$84
$200$80$100$120$140

CPA for lead generation and booked calls

For leads, work backwards from the sale. If 1 in 4 booked calls becomes a client and a client is worth $2,000 in gross profit, a booked call is worth $500, so any cost per booked call below $500 is profitable on the first sale. Enter the booked calls as conversions and use the value per call instead of the order value.

When your CPA is above break-even

  • Check the creative first: a weak opening raises CPM and lowers click-through at the same time.
  • Compare the ad's promise with the landing page headline.
  • Raise order value with bundles, which lifts break-even CPA.
  • Look at marginal CPA before raising budgets; the CPA glossary entry shows how to calculate it.
Tool questions

CPA Calculator FAQ

CPA = total ad spend ÷ number of conversions. $1,000 for 20 purchases is a $50 CPA.

The most you can pay per sale before the first order loses money: average order value × gross margin. An $80 order at 60% margin breaks even at $48.

Subtract your profit target from your margin first: target CPA = order value × (margin − profit target). At $80, 60% margin and 20% profit, the target is $32.

Yes. Enter leads or booked calls as conversions and use the value of a lead (client value × close rate) instead of the order value.

No. CPA counts ad spend per conversion. Customer acquisition cost includes all sales and marketing costs and counts only new customers.

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