Cost Per Lead (CPL)

CPL or Cost Per Lead is a marketing metric that measures how much it costs to generate a new lead. CPL is vital for evaluating campaign performance and ROI in digital marketing. Lowering your cost per lead without sacrificing quality helps maximize marketing efficiency and budget allocation. How to Calculate Cost Per Lead? Cost per lead formula: CPL = Total Campaign Spend ÷ Number of Leads. For example, if you invest $1,000 into a campaign and it brings in 50 leads, the cost per lead works out to $20. What is a Good Cost Per Lead? A good CPL varies by industry, campaign type, and lead quality. Lower CPLs are generally preferred, but quality leads that convert to sales may justify higher costs. Benchmarking against industry averages helps determine if your CPL is competitive. How Do You Reduce CPL? Improve ad targeting, optimize landing pages, and refine content to attract higher-quality leads.