Glossary
CPL (cost per lead)
Definition
Cost per lead is the ad spend divided by the number of leads — requests, calls or sign-ups — the campaign brought in.
Example
A campaign spends $93 and brings 100 requests, so one lead costs $0.93.
Common mistakes
- Counting leads without checking their quality: a cheap lead that never answers is not cheap.
- Ignoring how fast leads are answered — slow replies waste paid leads.
- Judging a campaign after one or two days, before the platform has learned.
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