Cost per Application (CPA)

Cost per Application (CPA) measures the average advertising and marketing spend required to generate one completed agent application. It sits between cost per lead and cost per hire, indicating how well your funnel converts interest into formal applications. For example, $2,000 in spend that produces 20 applications yields a CPA of $100. CPA is distinct from “cost per acquisition” and should be tracked alongside application quality, interview rate, and offer acceptance rate. Formula: CPA = Total Recruiting Spend ÷ Number of Applications