Every company wishes to get huge amount of traffic to its website. However, it is also vital to concentrate on the quality of traffic rather than just quantity. It is important to get to your website only those target customers who are really interested in your product and services.
But why is this important ? To generate every lead to a website, company has to bear some cost. This is called CPA or Cost-Per-Acquisition. CPA is the amount you spend on getting a single lead to your website. So of course if you are getting a lot of irrelevant leads to your website, the CPA will be high. The goal is to keep CPA as low as possible.