Cost per Lead (CPL)

Cost per Lead (CPL): Cost to acquire a lead.

Also known as: CPL

Formula

CPL = Marketing spend / Leads generated

Computable definition

The canonical formula in the GASP formula grammar. The MCP server compiles it to SQL over the datasets listed below.

sum(field.cost where field.cost_function = 'gtm' and field.cost_centre = 'marketing') / metric.leads

Unit: currency

Data requirements

Grain: Monthly aggregate · Frequency: Monthly · Aggregation: aggregate (month) · Staged: no · Main source: Finance / ERP.

Field	Dataset	Type
`cost`	cost_event	decimal
`cost_centre`	cost_event	string
`cost_function`	cost_event	string
`event_date`	cost_event	date
`lead_created_date`	lead	date
`lead_id`	lead	string
`snapshot_date`	lead	date

Example SQL (Postgres)

SELECT (CAST((SELECT COALESCE(SUM(cost), 0) FROM cost_event WHERE event_date >= :period_start AND event_date <= :period_end AND (cost_function = 'gtm' AND cost_centre = 'marketing')) AS DOUBLE PRECISION) / NULLIF(((SELECT COUNT(DISTINCT lead_id) FROM lead WHERE snapshot_date = :period_end AND (lead_created_date >= :period_start AND lead_created_date <= :period_end))), 0)) AS cpl

Access: recommended sensitivity tier confidential, access scope department-scoped. Guidance your policy engine enforces.

From an agent: with the GASP MCP server, call lookup_metric({ "name": "Cost per Lead (CPL)" }) or generate_query({ "metric": "Cost per Lead (CPL)", "adapter": "<your adapter JSON>" }).

What It Tells You

Top-of-funnel efficiency.

Connected in the GASP relationship graph.

Downstream: what this drives

Cost per Lead measures Lead (Entity)

← Back to Marketing metrics