Project Description

Cost Per Lead

Cost-per-lead (CPL) is the amount it costs your marketing organization to acquire a lead through any particular program such as an email campaign, advertising program, direct mail campaign, trade show or other.

To determine the total cost per lead, you take the total amount spend on any one effort such as a trade show, and divide it by the number of leads you get from that show. Different marketing activities have different typical acceptable CPL’s and can also best be judged against the overall corporate goals and the value of the type of the lead.

It is important to follow the results of any given marketing activity through to the end to determine the true value of the program to the company. CPL’s are one factor in determining total Customer Acquisition Cost (CAC), and is a metric marketers measure frequently.

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