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Cost-Per-Lead (CPL)

Cost per lead, or CPL, is a marketing term used to measure the effectiveness of an advertising campaign. It's the average cost incurred to acquire a new potential customer or "lead." It's the amount of money you spend for each person who expresses interest in your product or service as a result of a marketing campaign.


You take the total cost of advertising and promotion and divide it by the number of people who have shown a serious interest, either by buying from your ecommerce site or by signing up to your newsletter to find out more. This figure gives you an idea of the cost of attracting each new lead. Why is this figure so important? Because it gives you a quick overview of the effectiveness of your advertising campaigns. If the cost per lead is low, that's good news! It means you're reaching your target audience without spending a fortune. On the other hand, if the cost is high, it may be time to revise your strategy or look for more effective ways of capturing your audience's attention... It's a thermometer that helps you adjust your plans in real time: it's up to you to consult it regularly to make sure that you're on the right track.

💵 Total advertising campaign budget ($)Total amount allocated for the advertising campaign
📈 Total number of leads generatedTotal number of prospects generated via the campaign
📊 Cost per lead (CPL) ($)Cost associated with generating each lead/prospect


Enter the total budget for your advertising campaign in dollars, then add the number of leads generated as a result of your campaign. Click on the button and let the calculator give you your campaign's cost per lead in dollars in just one click!

calculator method


To optimize your campaign and achieve the lowest possible cost per lead, here are a few tips to help you build more effective strategies in the future!

  • Segment your audience: don't try to attract everyone. Define your target audience and segment it into different groups. This allows you to create more targeted campaigns, which can ultimately reduce your CPL.
  • A/B test: don't hesitate to test different elements of your campaign: titles, images, templates, calls to action, etc. A/B testing is an effective way of finding out what works and what needs adjusting.
  • Optimize your landing page linked to your campaign: this landing page is often the first contact between your company and a prospect. Make sure it inspires action, whether to fill in a form or make a purchase.
  • Never neglect mobile: making your campaigns compatible with mobile devices has become essential. A poor user experience on mobile can greatly increase your CPL!
  • Offer quality content: offer useful and interesting content. This can not only improve your CPL but also increase the likelihood of conversion.


How do you calculate cost per lead?

The CPL metric tells you how much money you're spending to get a qualified lead or prospect. Gather all the financial data relating to your marketing campaign. This includes the total campaign budget, advertising spend, platform costs, etc. Determine the total number of leads the campaign generated. A lead can be a purchase, a completed form, a newsletter subscription, or even an online chat. Take the total cost of the campaign and divide it by the total number of leads obtained.

How do you calculate the number of leads?

You need to know what a "lead" is for your company. Is it someone who subscribes to your newsletter? Or perhaps someone who fills in a contact form on your website? Someone who buys from your site? Find out where your lead generation is coming from: social networks, search engines, online advertising, email newsletters, etc. You can use tracking tools like Google Analytics for this task. Set up a system to track this information, and then, over a given period, simply count the total number of new leads acquired.

What other values should you take into account when analyzing your CPL?

Beyond leads, it's worth tracking other metrics to get an overall view of the success of your advertising campaigns. For example, if you track the number of leads that become customers, you can calculate the conversion rate and better understand the quality of your leads. In addition to basic criteria such as CPC, CPM, or CPA, here are some other KPIs to consider in your marketing strategy:

  • Lead quality: if your strategy attracts quality leads that are more likely to convert, a higher CPL may be acceptable.
  • Acquisition cost: don't stop at CPL! The cost of acquisition includes all the costs associated with converting a lead into a customer.
  • Return on investment (ROI): evaluate the return on investment of your campaigns. If the ROI is positive, a higher CPL may be acceptable.
  • Seasonality: is the market in high or low season? Seasonality can influence your CPL, a parameter to be taken into account when analyzing your figures.

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