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