CPA = cost per acquisition (purchase or lead).
Blended benchmarks, 90d, prospecting only:
— eCom apparel: top quartile <$18 / median $31 / bottom $54+
— Supplements/DTC health: median $44
— Lead gen (insurance/finance): median $61
— Mobile app install-to-purchase: median $7 install, $74 to first purchase
— B2B SaaS demo: median $130+
The same $45 CPA is a win in finance and a loss in apparel. Context before panic.
Read: benchmark CPA inside your vertical band, not against a screenshot from someone else's account.
Pixel & Profit
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Facebook CPA spreads 4x across verticals — your 'high CPA' may be category-normal
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