Cost per lead
Also called CPL, cost per lead formula.
Ad spend divided by the number of leads it brought, for the same period and campaigns.
Cost per lead = spend ÷ leads, for the same campaigns and period. $3,000 that brings 120 leads is a CPL of $25. It is a CPA where the action is a lead.
Two choices change the number, so state them: which lead (a form, a booked call, a phone call) and who counted it (the ad platform or your own site). Meta counts leads after ad views and leads other channels also touched; your site or CRM counts each person once.
The most a lead is worth paying for is your close rate times the profit on a sale. At a 10 percent close rate and $1,000 profit per sale, a lead is worth $100. (Example numbers.) Cheap leads that rarely qualify can cost more per customer than dear ones that do, so compare cost per qualified lead when your CRM marks them. See Meta Ads cost per lead and the lead generation dashboard.
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