Cost per lead (CPL) is a marketing metric that measures the average cost incurred by a business for each potential customer or lead acquired through their marketing efforts. This metric takes into account all the expenses associated with generating leads, such as advertising costs, marketing campaigns, and lead nurturing activities. CPL is an essential metric for businesses as it helps them determine the effectiveness and efficiency of their marketing strategies in converting leads into paying customers. A lower CPL indicates a more cost-effective marketing campaign, while a higher CPL may suggest the need for adjustments to improve lead generation and conversion.