Facebook Launches Cost Per Action For Advertisers

Facebook announced Wednesday that advertisers that want to grow their fan bases can now pay based on a cost-per-action basis. For instance, if brands want to gain more likes and are willing to pay $2 per new fan, they can simply bid $2 CPA and pay no more than that when users like the page through ads. This is only available in the ads application-programming interface — not yet in Power Editor or Ads Manager — but Facebook may make it available on those platforms in the future.

This new functionality measures conversions within 24 hours of Facebook users clicking on ads.

A Facebook spokesperson discussed this new development:

Facebook is now offering CPA-based (cost-per-action) ads through the ads API for certain actions, including conversions on page likes, link clicks, and offer claims. This feature will give advertisers more predictability in their spend for specific actions.

Advertisers: How do you feel about being able to use CPA within Facebook?

Related Stories
Mediabistro Course

Blogging: Analytics, SEO, and Content

Blogging: Analytics, SEO, and ContentWork with the former marketing director at Conde Nast Digital to improve your search rankings, integrate social, and increase traffic to your blog! Starting November 5, Jim Hopkinson will teach you how to analyze KPIs, monetize your blog through ads, sponsorships, and affiliates, and leverage your blog toward a larger platform such as publishing, speaking, or consulting. Register now!