Glossary
CPL
Media cost divided by the number of leads generated.
Definition
Media cost divided by the number of leads generated.
Why it matters
CPL is the pricing metric that matters most for B2B and consideration-heavy campaigns where a "conversion" is a lead, not a sale.
Key consideration
A lead is only as good as its qualification criteria — a low CPL with a high volume of unqualified leads is not actually efficient, it just moved the cost problem downstream to sales.
Related terms
Related benchmarks
APAC benchmarks for this metric are broken out by market and channel.
See CPL benchmarks →Run the numbers
Calculate this →Practitioner notes
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