Cost per lead (CPL)

Cost per lead is advertising spend divided by the number of leads measured over the same period. Spending $200 for 10 leads gives a $20 CPL.

Define the result first

A click, submitted form and completed booking are different outcomes. Confirm which event your campaign counts before interpreting the cost. If there are no leads, CPL is undefined—not zero.

Look beyond the initial lead

A lower CPL does not guarantee better customers. Compare qualified leads, booked appointments and attended appointments separately.