{"id":34343,"date":"2022-05-24T10:02:24","date_gmt":"2022-05-24T10:02:24","guid":{"rendered":"https:\/\/www.arimetrics.com\/glosario-digital\/ppl"},"modified":"2026-09-26T20:38:24","modified_gmt":"2026-09-26T20:38:24","slug":"ppl","status":"publish","type":"encyclopedia","link":"https:\/\/www.arimetrics.com\/en\/digital-glossary\/ppl","title":{"rendered":"PPL"},"content":{"rendered":"<p><img decoding=\"async\" class=\"alignright wp-image-80607 size-full\" src=\"https:\/\/www.arimetrics.com\/wp-content\/uploads\/2026\/09\/ppl-glosario-600.jpg\" alt=\"PPL or pay per lead\" width=\"300\" height=\"300\" srcset=\"https:\/\/www.arimetrics.com\/wp-content\/uploads\/2026\/09\/ppl-glosario-600.jpg 600w, https:\/\/www.arimetrics.com\/wp-content\/uploads\/2026\/09\/ppl-glosario-600-300x300.jpg 300w, https:\/\/www.arimetrics.com\/wp-content\/uploads\/2026\/09\/ppl-glosario-600-150x150.jpg 150w, https:\/\/www.arimetrics.com\/wp-content\/uploads\/2026\/09\/ppl-glosario-600-360x360.jpg 360w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><strong>Definition:<\/strong><\/p>\n<p><strong>PPL (pay per lead)<\/strong> is an advertising pricing model in which the advertiser pays when a contact meeting agreed criteria is generated. The billable result is not an impression or a click, but an accepted <a href=\"https:\/\/www.arimetrics.com\/en\/digital-glossary\/lead\">lead<\/a>, such as an information request, registration or quotation request.<\/p>\n<p>A lead is not necessarily a sale. The model transfers part of the acquisition risk to the provider or publisher, but its value depends on both parties defining <strong>what counts as a valid contact<\/strong>, how it is attributed and which data can be used to verify it.<\/p>\n<h2>How PPL works<\/h2>\n<p>PPL connects a traffic source with a <strong>measurable lead generation action<\/strong>. The usual process has four steps:<\/p>\n<ul>\n<li><strong>Lead definition:<\/strong> The required action and the minimum information the person must provide are established.<\/li>\n<li><strong>Conversion recording:<\/strong> A form, trackable call or another event identifies the contact&#8217;s source.<\/li>\n<li><strong>Validation:<\/strong> The lead is checked against the requirements and rejected if it is duplicated, incomplete or outside the agreed scope.<\/li>\n<li><strong>Settlement:<\/strong> The advertiser pays the agreed amount for each lead accepted within the attribution period.<\/li>\n<\/ul>\n<p>For example, if an agreement sets a price of \u20ac25 per lead and 100 of 120 submitted contacts are accepted, the billable amount is \u20ac2,500. The 20 rejected contacts should fall under <strong>exclusion rules defined in advance<\/strong>, rather than an improvised assessment at the end of the campaign.<\/p>\n<h2>Terms of a PPL agreement<\/h2>\n<p>The quality of the model depends more on its terms than on the isolated price. An <strong>operational agreement<\/strong> should define at least the following elements:<\/p>\n<ul>\n<li><strong>Acceptance criteria:<\/strong> Required fields, location, profile, stated interest or other verifiable conditions.<\/li>\n<li><strong>Exclusions:<\/strong> Duplicates, false data, existing contacts, fraud or enquiries that do not meet the agreed scope.<\/li>\n<li><strong>Attribution:<\/strong> The recognized source, time window and procedure for resolving overlaps between channels.<\/li>\n<li><strong>Data processing:<\/strong> The origin of the information, permissions obtained and each party&#8217;s responsibilities for handling it.<\/li>\n<\/ul>\n<p>These terms make it possible to <strong>audit delivery<\/strong> and keep volume separate from quality. A provider may generate many forms, but the advertiser needs to know how many contacts are usable and how many progress towards a commercial <a href=\"https:\/\/www.arimetrics.com\/en\/digital-glossary\/conversion\">conversion<\/a>.<\/p>\n<h2>PPL and CPL differences<\/h2>\n<p><strong>PPL primarily describes the payment model<\/strong>: it determines when the obligation to pay a publisher, affiliate or provider arises. By contrast, <a href=\"https:\/\/www.arimetrics.com\/en\/digital-glossary\/cpl\">CPL<\/a>, or cost per lead, is a metric calculated by dividing acquisition costs by the number of leads obtained.<\/p>\n<p>The two terms are sometimes used interchangeably because the agreed price per lead may equal the CPL of a specific activity. However, <strong>total CPL may include other costs<\/strong>, such as creative work, technology or management. Unlike <a href=\"https:\/\/www.arimetrics.com\/en\/digital-glossary\/cpc\">CPC<\/a> or CPM, PPL requires the user to complete the defined action before payment is generated.<\/p>\n<h2>Performance evaluation<\/h2>\n<p>Price per lead alone is not enough to assess a campaign. Analysis should follow the contact&#8217;s progress and connect <strong>cost, quality and commercial outcome<\/strong> through indicators such as:<\/p>\n<ul>\n<li><strong>Acceptance rate:<\/strong> The proportion of delivered leads that pass validation.<\/li>\n<li><strong>Effective CPL:<\/strong> The actual total cost divided by valid leads.<\/li>\n<li><strong>Qualification rate:<\/strong> The percentage of contacts meeting the conditions to advance through the sales process.<\/li>\n<li><strong>Customer conversion:<\/strong> The relationship between accepted leads and completed sales or acquired customers.<\/li>\n<li><strong>Value generated:<\/strong> Attributable revenue or margin compared with the programme&#8217;s cost.<\/li>\n<\/ul>\n<p>A low PPL can be expensive if it produces irrelevant contacts, while a higher price can be profitable when it delivers opportunities with a strong likelihood of purchase. The decision should therefore be based on <strong>outcomes after the form submission<\/strong>, not only on the number of leads.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>PPL is an advertising model that pays for each accepted lead. Learn how it works, what an agreement should define and how to assess performance.<\/p>\n","protected":false},"author":33,"featured_media":80609,"template":"","encyclopedia-tag":[1229],"class_list":["post-34343","encyclopedia","type-encyclopedia","status-publish","has-post-thumbnail","hentry","encyclopedia-tag-advertising-costs"],"_links":{"self":[{"href":"https:\/\/www.arimetrics.com\/en\/wp-json\/wp\/v2\/encyclopedia\/34343","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.arimetrics.com\/en\/wp-json\/wp\/v2\/encyclopedia"}],"about":[{"href":"https:\/\/www.arimetrics.com\/en\/wp-json\/wp\/v2\/types\/encyclopedia"}],"author":[{"embeddable":true,"href":"https:\/\/www.arimetrics.com\/en\/wp-json\/wp\/v2\/users\/33"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.arimetrics.com\/en\/wp-json\/wp\/v2\/media\/80609"}],"wp:attachment":[{"href":"https:\/\/www.arimetrics.com\/en\/wp-json\/wp\/v2\/media?parent=34343"}],"wp:term":[{"taxonomy":"encyclopedia-tag","embeddable":true,"href":"https:\/\/www.arimetrics.com\/en\/wp-json\/wp\/v2\/encyclopedia-tag?post=34343"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}