GLOSSARY

What is cost per lead (CPL)?

Cost per lead (CPL) is how much you spend on marketing to generate one new lead. You calculate it by dividing total spend on a channel or campaign by the number of leads it produced. It tells you what you are paying to fill the top of your pipeline.

CPL is easy to compare across channels: if Google Ads produces leads at one cost and SEO at another, CPL puts them side by side. It is one of the fastest ways to see where your marketing budget works hardest.

CPL on its own can mislead, because a cheap lead that never buys is not cheap. Read it next to lead quality and cost per acquisition, so you are not optimising for volume of leads that go nowhere.

Lowering CPL usually comes from better targeting and higher conversion rather than just cutting spend. A page that turns more of the same visitors into leads lowers the cost of every one of them.

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