payperlead

Pay-per-lead (PPL), sometimes called cost per lead (CPL), is a performance-based advertising model in which an advertiser pays a publisher or affiliate when a lead meeting predefined criteria is generated. A lead typically consists of a user providing contact information or completing an action deemed valuable, such as submitting a form, requesting a quote, downloading a brochure, or signing up for a trial. Publishers place tracking links or embedded forms on their sites, and when a user completes the required action, the lead is recorded and attributed to the publisher.

Leads are tracked through unique URLs, cookies, postback URLs, or in-app SDKs. Lead quality criteria may include geographic location, age, consent, job role, or other eligibility rules. Invalid or duplicate leads can be rejected or clawed back. Payment structures usually involve a fixed CPL per lead, with possible adjustments for lead quality, exclusivity, or geography; some programs offer tiered payouts or bonuses for higher-quality or higher-volume leads.

Advantages include a more predictable return on investment for advertisers and a pay-for-performance model for publishers. Risks involve lead fraud, misaligned lead definitions, and variable lead quality, as well as data privacy and compliance considerations. Effective PPL programs rely on clear definition of what constitutes a qualified lead, robust fraud prevention, and reliable attribution.

Common industries include insurance, financial services, mortgage, education, and home services. PPL is commonly facilitated through affiliate networks or dedicated marketing platforms that provide tracking, reporting, and payment settlement.