Basics of Digital Advertising

CPM (Cost per Mille / Cost per Thousand impressions):

This represents the number of time your Ad appears on the publisher’s platform. Here the cost is calculated once your ad gets visible to minimum 1000 people & then it gets calculated every time 1000 ad impression is visible.

CPC (Cost per click):

Here advertiser is charged every time someone clicks on his ad.

CPA (Cost Per Acquisition / Cost Per Action):

Here advertiser is charged every time an action occurs or every time an Acquisition of customer occures.

CPL (Cost Per Lead):

Here advertiser is bound to pay every time the user fills the Lead form. Though u will not find this as a cost matrix in Google AdWords directly. This term will be used by marketers heavily in their media plans.