Glossary
What is CPL?
cost per lead
CPL (cost per lead) is what you pay on average for each inquiry. Divide ad spend by the number of leads.
Example
You spent 1,000 and received 50 leads: CPL is 20.
Why it matters, and where it stops
A low CPL looks good, but a lead is not a customer. You can have cheap leads that never buy. Read CPL together with conversion rate and ROAS.