PPL (stands for: Pay Per Lead) – an indicator that measures the cost of generating a lead from the advertiser’s perspective. By monitoring PPL, the effectiveness of specific advertising efforts can be verified. By comparing the average revenue per lead, the advertiser can assess whether the ads are producing satisfactory results in terms of profits. Leads, depending on the purpose of the ad, can range from visits to the site, product purchases to newsletter sign-ups. Leads that generate more revenue usually have higher PPLs.
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