App marketing metrics comparison

CPC is a metric that tells online advertisers how much they paid for every click on their ad.

CPL is a metric that shows the price an advertiser pays for each sales lead. Leads are potential customers who have expressed interest in the product, for example by completing an online registration form.

Advertisers and publishers

Advertisers and publishers

• Helps control costs and maximize ROI
• Helps you understand ad performance
• Focuses on engaged audience

• Demonstrates the effectiveness of your lead-generation strategy
• Shines a light further down the funnel, by focusing on prospects who have already shown strong intent
• Helps you optimize campaigns and allocate budget to focus on high-quality leads

• Refine audience and keywords to improve your quality score
• Expand your reach
• Adjust bids based on key criteria
• Prevent fraud

• Improve your ad quality score by making your search ads more engaging, helpful, and relevant
• Refine your keywords
• Adjust your bids to get maximum value from your ad spend
• Constantly test, monitor, and refine your campaigns to attract and engage the most profitable leads

Cost per click (CPC)

Cost per lead (CPL)