They also make it easier to tell when a cost per lead agency (i.e., a marketing agency that charges you per lead) is offering a good deal. They show the best-performing channels. By comparing CPL values among their varied marketing channels, businesses can see where they’re getting results and going wrong. They can then improve their lead nurturing tactics by investing further in the channels that are performing reliably.
They challenge marketing assumptions. Marketers can easily assume that big flashy campaigns are working, especially if they’re getting a lot of attention. Similarly, they can assume that campaigns producing high-quality leads are the best. It’s possible for buzz to have minimal impact and for a broad ad campaign with low-quality leads to offer better ROI through having lower operational costs. CPL sticks to the financial reality and works to clear out such assumptions.