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When trying to figure out a cpa i always tell my clients to Keep in mind Sometimes it isn't about making money its about how much a new customer is worth to you. Sit down and factor expenses profits etc then calculate the long term value of a new customer. Also ask your self if my cpa goes up/down will my volume of conversions . Often we find that the more volume that comes in the higher the cpa becomes because less targeted traffic is needed to hit the volume. Good luck