Digital marketing acronyms are everywhere — CPM, CPC, CPE, CPA — and each one represents a different way to measure success. But when it comes to travel marketing, some metrics matter more than others.
At Vacaay, our focus is on engagements, because that’s where intent begins. And intent leads to bookings.
CPM: Cost Per Mille (Thousand Impressions)
Impressions might look impressive on paper, but the reality is: they’re passive. Your ad may have appeared on a screen, but that doesn’t mean it was seen, remembered, or acted upon. For destinations looking to inspire real travel intent, impressions are often a wasted metric.
CPC: Cost Per Click
A click shows a spark of interest. It’s a step beyond being seen — but not necessarily a sign of serious intent. In the travel space, clicks can come from curiosity, not commitment. And without deeper engagement, they rarely translate into meaningful outcomes.
CPE: Cost Per Engagement
This is where Vacaay operates. Engagement is everything. When a traveller engages with your destination on Vacaay, they’re not just clicking — they’re exploring, saving, planning and sharing. These aren’t passive metrics — they’re active moments of decision-making.
We’ve built our entire platform around tracking and optimising for these moments, because we know one thing: engagements drive bookings. It’s the most reliable indicator that someone isn’t just browsing — they’re getting ready to book.
CPA: Cost Per Acquisition
Of course, CPA is the ultimate goal. A confirmed booking, a solid result, a measurable ROI. But reaching that final step doesn’t happen in isolation — it’s driven by the steps before it. That’s why we focus on the high-intent behaviours that lead consumers there. Because a traveller who engages today is the traveller who books tomorrow.
The Vacaay approach
By focusing on genuine engagement, we help destinations and brands connect with travellers at the most crucial point in the planning process — when they’re actively building their trip, not just dreaming about it. It’s performance marketing, with purpose.
Because when you inspire action, the bookings follow.
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