Metrics and measurement
Cost per lead (CPL) is the average price of one interested name, a person who hands over their contact details.
It is the easiest of all indicators to push down: an ad platform told to optimise for the number of conversions sends spend where conversions are cheap, and cheap conversions are almost always the least valuable ones.
An example
Cost per lead improves meeting after meeting while the value of signed contracts stays flat. The line of configuration asking the system to optimise for the number of leads had sat there for months, doing exactly what it had been asked to do.
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