Leads and sales

Cost per lead (CPL)

Marketing spend divided by the number of leads from that spend. Useful for comparing campaigns, but only meaningful alongside conversion to booking.

Also called: CPL

Cost per lead is spend divided by leads. If a Meta campaign costs ₹3,00,000 and produces 1,200 leads, CPL is ₹250.

CPL is easy to measure and easy to misuse. A campaign with a CPL of ₹150 can be worse than one with a CPL of ₹600 if its leads rarely visit. Always pair CPL with cost per site visit and cost per booking.

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