What matters
Cost per lead relates the recorded campaign cost to the leads included in the analysis. Define both consistently and keep it separate from qualification, bookings and customer acquisition; inexpensive inquiries are not automatically useful opportunities.
Put it into practice
- Define the lead event
- Use the same cost and time scope
- Compare downstream outcomes as well
An example in practice
Two sources produce different inquiry volume. The team compares qualified conversations and sales before deciding that the source with cheaper inquiries is better.
What to track
Recorded acquisition cost divided by the defined lead count.