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Why is cost per lead a dangerous metric to optimise towards?

  1. A It ignores lead quality, and the cheapest leads often convert worst
  2. B It is difficult to measure
  3. C It is not supported by ad platforms
  4. D It only applies to e-commerce
Answer

It ignores lead quality, and the cheapest leads often convert worst

Tracking through to closed revenue prevents optimising towards cheap leads that never become customers.

All Marketing MCQs

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