CPL stands for ‘cost per lead’ and is an online advertising pricing model where the advertiser pays for an explicit sign-up from a consumer interested in the advertiser’s offer. It is also commonly called online lead generation. The main objective of a CPL campaign is to generate leads. The campaign process involves classifying prospective customers and qualifying their probability to buy in advance of making a sales call.

What is the difference between CPA and CPL?

CPA stands for ‘cost per action’ or more specifically ‘cost per acquisition’. In a CPA campaign, the advertiser only pays when a desired action has occurred, usually a sale. With the CPA model, the advertiser pays the publisher either a flat fee or a percentage (commission) of the value of each sale, for each action generated.

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Lead-generation campaigns can often be most effective when you use retargeting to get in front of an audience that has already visited your website. Make sure when you’re building your retargeting audience that you exclude visitors to your site that have converted already.