2003 – Acquisition The need to track acquisition metrics became more important once CEO’s started demanding conversions instead of just brand awareness or impressions. “How many customers actually bought anything as a result of this campaign?” As a result, advertising success metrics become more credible in the boardroom because as they are calculated upon conversations, rather than leads*. Metric: CPA (Cost per Acquisition) Methodology: Ad Campaign Cost / [Impressions x CTR x Paying Customers] * CPL (Cost per Lead) is a variation of CPA.© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.