Why should cost per lead be treated with caution as a primary metric?
- A It ignores lead quality, and the cheapest leads are often the least likely to convert
- B It is difficult to calculate
- C It is not available in Google Ads
- D It only applies to e-commerce
Answer
It ignores lead quality, and the cheapest leads are often the least likely to convert
Tracking through to closed revenue, or importing offline conversions, prevents optimising towards cheap leads that never become customers.





