CPL
Also called Cost per lead.
A price paid per qualified lead — a form fill, a trial start, a booked call.
CPL sits between CPC and CPA: the action is cheaper to trigger than a sale, so volumes are higher and the argument moves to quality. The whole negotiation is in the word "qualified".
A CPL deal without a written qualification rule always ends the same way — the publisher delivers volume, the advertiser rejects most of it, and neither can prove the other wrong. Define it before booking: which fields must be present, which domains or job titles count, how long the advertiser has to reject a lead.
How LinkBourse handles it
A CPL booking records the qualification rule on the order itself, so the standard a lead is judged against is the one that existed when the campaign was booked, not the one remembered afterwards.
Terms it depends on
- CPA
- A price paid per completed action — a sale, a signup, a booked demo — rather than per click.
- Attribution window
- How long after a click or view a conversion still counts as caused by that ad.
- Postback
- A signed server call from the advertiser back to the tracker saying a conversion happened.