Cost per Lead

Cost per lead, or CPL, is an online marketing metric that represents the average cost value of a generated lead. It is calculated by dividing the total cost of a campaign by the number of leads it generates.

But why is that important? Well, if you know how much it costs to acquire a potential customer (a “lead”), you can plan and budget better. You can also figure out which of your marketing tactics are most effective.

Cost per lead

Why is CPL so important?

The CPL helps you understand how effective your marketing efforts are. If your CPL is high, it probably means you’re spending more money on your campaigns than necessary. This may be a sign that you need to rethink your marketing strategy.

On the other hand, a low CPL may indicate that you are very efficient – or that you are not investing enough. Maybe you could generate more leads and make more sales if you invested a little more in certain tactics.

How do you calculate the cost per lead?

Ready for some math? Don’t worry – it’s actually quite simple! Here is the formula:

CPL = Gesamtkosten einer Kampagne / Anzahl der generierten Leads

You just need to know how much money you spent in total (that includes everything from advertising costs to staffing costs) and how many leads those expenses generated.

How can you improve your CPL?

There are many ways to improve your CPL. One of them could be to better define your target audience. If you know exactly who might be interested in your product or service(define your target audience), you can better target your marketing and potentially gain more leads for less money.

Another strategy might be to try different types of content and see which resonates best with your target audience(develop content strategy). Maybe you attract more prospects with blogposts than with videos or vice versa(blog writing).


Cost per lead is an important metric in the online marketing space. It helps you understand how efficient your efforts are and where there is still potential for optimization. With a clear understanding of the CPL, you can make better decisions and ultimately become more successful.