Definition

Cost Per Lead—the metric that tells marketers exactly how much they're paying for each potential customer who might, possibly, maybe convert someday. The number that determines whether your campaign was 'efficient' or a 'learning opportunity.' Lower is always better, unless you're explaining why you spent the entire quarterly budget in three weeks.

Example Usage

Our CPL dropped to $12 after we stopped targeting 'people interested in breathing,' so that's progress.

Source: Digital marketing terminology

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