Cost Per Acquisition (CPA) is a metric used in digital advertising to measure the cost of acquiring one new customer or user. A new user acquisition event might be measured as a customer installing the game, or playing the game for the first time without installing it e.g. on Facebook Instant. This will be determined by how a ‘new’ user is quantified within our clients’ source data. This is why we typically don’t use the related term “Cost Per Install (CPI)” within our platform, as mobile user acquisition doesn’t necessarily require an install.