Metrics & KPIs
CPL
By the AdFlint research team · Last reviewed July 2026
Ad spend divided by leads generated, giving the average cost of one lead before any qualification, scoring, or sales-stage filtering.
It measures the cost of contact information, not the cost of a customer. A form that asks for less will always report a lower figure, because friction removed upstream reappears as junk downstream. The standard error is optimizing this number alone: cheap leads that never qualify raise your true cost per sale while the dashboard steadily improves.
CPL compared with
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