A concise edition adapted from the BIZCAT journal.
Match the number to the goal
CPA is advertising cost per acquisition or defined conversion. CPL measures spend per lead. CPC measures spend per click, while CPM expresses the cost of one thousand impressions. Each describes a different part of the journey.
Cost is only half the picture
An inexpensive enquiry is useful only if it has value to the business. Read CPL alongside lead quality and sales conversion. Low-cost clicks need the same scrutiny: did those visitors take a meaningful next step?
Turn reporting into action
Define the conversion before launch, check tracking and review performance regularly. Test creative and landing pages, and bring feedback from the sales team into campaign decisions.