CPA (cost per acquisition)

CPA stands for cost per acquisition. In the broker world it is one of the main ways websites, introducers and other affiliates are paid. When a reader clicks a link, opens an account with the broker and meets the agreed conditions (commonly a verified account, a minimum first deposit and sometimes a minimum amount of trading), the broker pays the affiliate a fixed fee for that client.

How it compares with other models

• CPA: a one-off payment per qualifying client. The amount does not depend on how much the client trades afterwards.
• [Revenue share](/glossary/revenue-share): a percentage of the revenue the broker earns from the referred client, usually paid for as long as the client trades.
• Hybrid: a smaller CPA plus a smaller revenue share.

Why it matters to readers

Any affiliate model creates an incentive to send people to the brokers that pay most. Revenue share in particular links the affiliate's income to how much the client trades, which is why it is widely seen as the bigger conflict. CPA avoids that direct link but still rewards sign-ups.

That is why it is reasonable to ask any comparison site how it is paid and whether payment affects rankings. Regulators in the EU and UK also hold brokers responsible for the marketing done on their behalf.

Practical note

An affiliate link should not change the price you pay or the terms you get. We explain our own arrangements, including which brokers pay us and on what basis, on how we are paid, and our ranking method on how we rank.