Glossary
CPL
Payment for a lead: a form, a registration, a sign-up, without waiting for a sale. As a metric, CPL = spend / leads. Popular in finance, dating, iGaming registrations and any offer that sells data.
Also called: cost per lead, PPL, pay per lead.
CPL offers pay for the contact, and the offer's terms say how much of one: single opt-in, double opt-in, a validated phone number. Because leads are cheap to fake, CPL offers check quality hard and pay less than CPA on a sale.
PPL (pay per lead) means the same thing from the affiliate's side. Before running a CPL offer, ask what invalidates a lead: duplicates, wrong GEO, disposable emails, test names.
Related terms: Lead, SOI, DOI, Valid lead, CPA.