What is cost per lead (CPL)?

By definition cost per lead (CPL) is a metric that shows how cost-effective is an online paid marketing strategy, when it comes to converting prospects into leads for the company. This metric also refers to return on marketing investment and should be calculated as well as should be cost per visitor or cost per impression. It’s helping to monitor each paid campaign run by company – like banner and social ads or AdWords.

The most common formula for CPL is:

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