BizJourney
Home › Formulas › Cost per lead (CPL)

How to calculate Cost per lead (CPL)

The Cost per lead (CPL) formula, with plain worked examples you can check yourself.

Cost per lead (CPL) = S ÷ L

Worked examples

S = 100 · L = 20Cost per lead (CPL) = 5
S = 1080 · L = 90Cost per lead (CPL) = 12
S = 900 · L = 60Cost per lead (CPL) = 15

How to use it

  1. Write down the values for each letter in the formula.
  2. Do the brackets first, then divide or multiply.
  3. Check the units before you compare results.
  4. Compare the answer with last period or with a competitor to see if it is good or bad.

This formula belongs to Brand & Customers.

Related terms

LeadBrand equityMarket shareChurnBrand loyaltyBrand awareness

Practice Cost per lead (CPL) with real numbers

Quizzes, a CEO simulator, a real estate tycoon game and startup tools. Free to start, in 7 languages.

Play BizJourney free →