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

Facebook Marketing

Facebook MarketingStarting Janaury 13, work with the group marketing manager of social media at Microsoft/BingAds to build a fan base and grow your business on Facebook! In this course, Geoffrey Colon will teach you how to set up and enhance your company page, understand best practices and measuring your success, execute a monthly content strategy, and incorporate Facebook into your overall marketing efforts. Register now!