Glossary/Adtech & Programmatic/Cost Per Lead (CPL)
Adtech & Programmatic
Cost Per Lead (CPL)
A pricing model or metric where the advertiser pays for each lead, such as a form fill or sign-up.
By Brandon Mina·CEO, BrandPilot AI·Updated November 2026
Short answer
Cost per lead (CPL) is a pricing model and performance metric in which the advertiser pays for, or measures cost against, each lead generated, such as a form fill or sign-up. It is common in B2B and considered purchases, where lead quality and conversion to customers determine whether a given CPL is actually efficient.