AKA:
Cost Per Action (CPA)
What does it mean:
How much you pay for each lead generated on your website or service. Typically this would mean a visitor successfully filled in a form and provided their contact information. Primarily used when talking about generating leads for sales teams.
The formula:
Total Ad Spend / Total Leads Generated = CPL
Use it in a sentence:
To colleagues:
“I have found that LinkedIn generates the best quality leads but the CPL is typically higher than other platforms.”
To investors:
“Across all of our marketing channels we have an average CPL of $10.”
At a party:
“I spent $200 on this dress and only two guys have flirted with me tonight. That’s an expensive $100 CPL if you ask me.”
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