In this article, you will learn about Meta’s Cost Per Action (CPA) options and why they are often high. Discover the steps you can take to reduce your Facebook CPA!
When advertising on Meta, there are various ways to charge for ads. One of these methods is Cost Per Action (CPA). First, let’s look at how CPA is calculated, the CPA costs across different industries, and what measures you can take to lower these costs.
1.How to Calculate Facebook CPA
Before calculating Facebook CPA, you need to determine which action is most meaningful for you. Generally, these conversion-related actions can be categorized into:
- Downloads
- Purchases
- App installations
- Link clicks
- Outbound clicks
- Video views
- Subscriptions
- Website conversions
- Website leads
- Mobile app installs
- Mobile app purchases
- Offline conversions
These actions cover both conversion and engagement metrics and can be further broken down by conversion device, carousel cards, destination, post-reaction type, brand, video sound, and viewing type. Meta allows you to dive deep into various types of actions so you can refine the details.
How to Add Actions to Default View
Go to Ads Manager and open the campaign view, where you can see all the listed ads.
If you click on “Columns: Performance,” you can add actions to the view in Ads Manager.
A menu will appear with more categorization options and presets that you can select to compare your attribution settings. Choose the last option, “Customize Columns.”

On the next step, you can search for the metrics you want to view. You can type “Cost Per” to display all metrics containing this phrase, allowing you to see all possible Cost Per Action metrics.
Browse the list and select the actions you want to include in your view. After that, you can save your selection as a preset for future use by checking the box at the bottom left of the screen.

If you scroll down to “Conversions,” you will find a list of metrics that you can select by checking the corresponding boxes. You can specify whether to track total counts, unique (first-time customers), value, cost, and unique cost (for those first-time buyers).

Browse the list and select the actions most meaningful to your business, then click “Apply.”
You’re all set, and you will see the new data columns in the default “Campaign” view.
2.What is a Good Facebook CPA?
The cost per action varies greatly by industry. Here is a breakdown of CPA costs by industry in the app business. Use it to gauge where you stand with your defined actions and see if there’s room for improvement.

According to Instapage, the average cost per action is $18.68. You will find that costs vary significantly across different industries, so make sure to set realistic goals when reviewing your Facebook CPA.

3.How to Lower Facebook CPA
Using CPA helps maximize your return on investment and control ad costs because you only pay for completed actions. However, these actions typically cost more than impressions or other engagement metrics. This is because users take specific actions—they are motivated to do something, which holds higher value for advertisers. Here are some strategies to lower Facebook CPA.
1. A/B Test Your Ads
Creative testing is a form of A/B testing, and using dynamic creative is one way to achieve this. This involves making small, incremental adjustments to creative versions. These adjustments can be related to ad format, copy, and placement to determine which ad performs better for the same audience. By implementing A/B testing, you can allocate your budget to the better-performing ads, increasing the chances of your campaign’s success.
2. Avoid Facebook Ad Fatigue
Consumers are indeed overstimulated, and ad fatigue is real. To address this, create engaging content that keeps your audience interested enough to take the desired action. Ad fatigue is one reason Facebook ads stop converting. Having a variety of fresh and exciting content to support your campaigns is a good idea.
3. Adjust Audience Targeting
If your ads are not delivering the desired results, analyze your target audience. Refine your audience interests, see if there are suggestions to add or broad interests to remove, and compare how different audiences perform relative to each other. While Meta’s audience tools provide interest suggestions, using more comprehensive and accurate tools, even if paid, can further analyze your target groups, offering clear insights into how different groups respond to your ads. This minimizes guesswork when allocating your budget.
4. Launch at Optimal Times
Yes, launching ads at optimal times is still an effective way to optimize your ad account. Experienced advertisers can generally determine the best ad times. If you are unsure, use tools or plugins that provide detailed insights into the best times for Facebook ad interaction. Using this data to inform your campaign launches can not only improve ad performance but also lower your CPA.
5. Optimize Your Landing Pages
If your landing pages are not optimized for conversions, the amount of money spent on ads won’t matter. The target link for your ad should provide a good user experience. Check bounce rates and page load speeds, ensuring that your ad copy is clear and relevant to the ad that leads users to the page. Additionally, the creative elements on the page should match the ad to build trust and brand recognition. Use compelling calls-to-action to prompt users to take the desired action.
6. Adjust Bidding
Implementing cost-per-conversion bidding can help you strictly control your ad budget and the amount you are willing to spend on specific actions. By monitoring your bids and adjusting them accordingly, you can lower your CPA.
Conclusion
Facebook’s Cost Per Action (CPA) is a critical metric that requires attention, provided you have defined the optimal actions in your default view. Once this is set up, you can easily track your cost per conversion and know what steps to take if costs start to rise.
The key is to make your data meaningful and easy to understand. By following the best practices outlined in this article, you should be able to lower your Facebook CPA effectively!