Cost per Acquisition (CPA)
Average cost to acquire one paying customer
CPA = Total Acquisition Costs ÷ Number of New Paying Customers
Cost per Acquisition represents the total cost of acquiring a customer who makes a purchase. It helps in assessing the effectiveness of marketing spend.
Lower CPA with maintained or increased revenue per customer improves profitability. This metric guides marketing budget allocation.
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Gross Merchandise Volume (GMV)
Total value of all goods sold on the marketplace over a specific time period
Number of Active Sellers
Total number of sellers who have listed or sold items in a specific period
Number of Active Buyers
Total number of buyers who have made purchases in a specific period
Average Order Value (AOV)
The average monetary value of each order placed on the marketplace
Take Rate
Percentage of the transaction value that the marketplace retains as revenue