CPL

CPL (Cost Per Lead) is a payment model that implies payment for every lead without a deposit. The system works well with the verticals, where the initial contact with the client is crucial, yet monetization happens at the end stages of the sales funnel.

CPL works well for both cold and warm traffic. This way, affiliates can increase the number of leads and improve the basis for warming up and conversion. The entry threshold is low; hence, no limit on scaling. The best verticals for CPL are finance, education, B2B, and info products.

When Is a Lead Counted in CPL?

A lead is considered valid when the user completes the form with accurate contact data. However, the criteria for approval may vary depending on the offer and the advertiser's requirements. Yet, often these are:

• email, name;
• phone number and a confirmation code;
• a request for consultation;
• registration (with no further action).

Affiliates should remember that the lead quality is crucial here. Fake data, bots, or inactive users lead to reduced payouts or closing the order altogether. Fraud methods always lead to bans and income losses.

CPL vs CPA: Key Differences

CPL means a basic action, such as providing contact data. CPA (Cost per Action) includes a broader range of actions: transactions, purchases, installs, and subscriptions.

Considering all mentioned above, CPL is a subtype of CPA. CPL offers usually have higher conversion rates but lower payments per action. The model would be suitable for the top levels of the marketing funnel to build a strong customer base.

How to Increase Lead Value?

First, the landing pages must be honest, not carrying false promises. If not, the quality of leads will tank, and it will affect the approval rate. The form to fill in should be plain and intuitive, matching the specifics of the offer. The users don't like long and complex forms that conceal facts. Also, they should understand why they have to provide data and what comes next.

Second, constant traffic sources and funnel bundles' testing is no less important. The detailed tracking and postback monitoring will help to identify the channels that convert the most. This way, CPL will only work effectively if well-prepared.