Paid Media

CPL

Quick answer

Cost per lead - the acquisition cost of one inbound lead.

Definition

CPL tracks what it costs to generate a lead form, call request or WhatsApp inquiry. It is the entry metric for lead-gen businesses - schools, clinics, real estate, B2B - where the lead still has to be qualified and closed by a human.

Why it matters

CPL only matters with lead quality attached. We manage cost-per-qualified-lead and cost-per-booking, not raw form fills.

Formula

Ad spend / Leads generated

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