Also known as: Cost per lead, Lead cost
The average amount a brand pays for one new lead through a social media campaign — an important KPI for B2B and lead-gen campaigns.
Calculation: total ad spend / number of leads acquired. Benchmarks vary widely by industry: SaaS B2B €50-150 per lead, local service providers €15-50, e-commerce email sign-ups €2-10. A low CPL with a high no-show rate is misleading — measure lead quality too.
A B2B client runs a LinkedIn campaign. €3,000 budget, 24 leads = CPL €125. Acceptable for an industry with €5,000+ customer LTV. At €40 lead LTV, a €125 CPL would be a loss-making campaign.
ROAS is the ratio between revenue and ad spend — usually expressed as a multiple: a ROAS of 4 means every €1 of ad spend generates €4 in revenue.
CPM is the cost to show an ad 1,000 times — a key metric for judging the efficiency of paid social media campaigns, independent of conversions.
A measurable value that shows how well a specific goal is being met — for social media that could be engagement rate, reach, follower growth or click-through rate to the website.
A measurable value that shows how well a specific goal is being met — for social media that could be engagement rate, reach, follower growth or click-through rate to the website.
Reach is the number of unique people who saw a post; impressions is the total number of times a post was shown, including multiple views by the same person.
CPM is the cost to show an ad 1,000 times — a key metric for judging the efficiency of paid social media campaigns, independent of conversions.
ROAS is the ratio between revenue and ad spend — usually expressed as a multiple: a ROAS of 4 means every €1 of ad spend generates €4 in revenue.
The number of new followers an account gains over a given period — an important but context-sensitive KPI, because follower quality matters more than quantity.
Systematically tracking and analysing what is said online about a brand, industry or competitor — to spot trends, opportunities and problems early.
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