Media Ads Library
Advertising glossary

What is CPL (cost per lead)?

Definition

CPL is the average cost to generate one lead, such as a form submission or sign-up. It is the main metric for lead generation campaigns.

CPL explained

Lead quality matters as much as CPL. Instant forms can produce cheap leads that rarely convert, so track downstream sales.

Formula

CPL = spend ÷ leads

Example

Spending 1,500 dollars to collect 100 leads is a CPL of 15 dollars.

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Keep learning

CPA (cost per acquisition)CPA is what you pay in ad spend to get one conversion, such as a purchase or lead.Conversion rateConversion rate is the share of visitors or clicks that complete a desired action, such as a purchase.Campaign objectiveThe campaign objective tells Meta what outcome you want, such as sales, leads or awareness.