CPA (Cost Per Action)
Under the cost-per-action model, the advertiser pays the publisher for specific actions made by users whom the publisher led to the advertiser's site. Depending on the action type, CPA is divided into CPL (cost per lead) and CPS (cost per sale).
CPI (Cost Per Install)
CPI stands for "cost per install." Under this model, the advertiser pays when an app is downloaded and installed. Generally, this concerns mobile apps, but this method can also be used with desktops (e.g., antivirus software). Installs are paid for at a fixed rate.
CPL (Cost Per Lead)
The cost-per-lead model is most frequently used for online games, online services, and financial programs. A lead can be a sign-up on a site, submitting an application, subscription, or another action related to inputting personal data. The lead price is usually fixed.
CPC (Cost Per Click)
Under the cost-per-click (CPC) model, the advertiser pays the publisher when a user clicks on an advertising banner, link, or text placed by the publisher. The click price depends on a number of parameters, including traffic quality.
CPS (Cost Per Sale)
Under the cost-per-sale (CPS) model, the publisher receives rewards for purchases completed by users whom the publisher led to the advertiser's site. In this case, the reward is a percentage of the order amount. CPS is the most common pricing model in the e-commerce segment.