Forget About Industry CPL Metrics

Scientific looking charts and graphs can mask fundamental misunderstanding.

Those industry averages tell you nothing

It’s tempting to want to compare your metrics to industry benchmarks, particularly when trying to justify your services to a paying client. To most of those clients, the metric they care about is the cost per lead, and there is plenty of research available online showing average CPL segmented by industry and channel.

These industry averages can be a useful way to start a discussion and see if your marketing efforts are in the right ballpark, but with so many variables that affect CPL the question is whether these benchmarks are more likely to help or hinder your ability to show value to your clients.

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By Kevin Frei at April 10, 2019