CPL
CPL (Cost Per Lead) - the cost of one targeted lead: divide the budget by the number of leads. The main indicator of payback in performance campaigns.
CPL - Cost Per Lead, the cost of one qualified lead (enquiry, registration or callback request). It is calculated simply: budget spent ÷ number of leads.
In my practice, CPL is the main metric by which I evaluate a performance campaign before I look at ROAS. Reason: ROAS depends on the quality of lead processing by the sales department, and CPL is a “raw” signal of whether advertising is working as a demand generator.
A healthy CPL depends on the niche and average order value. Benchmarks from my current projects (2025–2026): e-com electronics - 340 ₽, MedTech - 820 ₽, EdTech - 180 ₽, gaming - 140 ₽, b2b SaaS - 1850 ₽. If CPL has increased by 30%+ in a week with the same creatives, it’s time to conduct diagnostics; I use a separate 6-step checklist for this.
What CPL isn't: A metric for lead quality. You can get cheap but invalid leads. Therefore, CPL is always looked at in pairs with the lead-to-sale conversion indicator.
Frequently asked questions about CPL
What is CPL?+
How is CPL different from CPC?+
What is a good CPL in B2B?+
Why is CPL growing every month?+
Related terms
Where is it understood in practice?
Need to set this up on your project?
I analyze metrics, calculate unit economics and collect funnels on real budgets. 30 minutes on call - free.