What you paid, on average, for every lead a campaign produced. Total spend divided by lead count. If half those leads are junk, your real CPL is double what the dashboard says.
Cost Per Lead (CPL) matters because it directly affects whether the lead in front of your team is real. Traffic Validator looks at cost per lead (cpl) alongside 30+ other signals to score every lead in real time, so your sales team only works with the ones worth a follow-up.
See how Traffic Validator detects thisMQL (Marketing Qualified Lead)
A lead marketing has decided is warm enough to hand to sales. The label only means something if the upstream funnel filters out bots and fakes. Otherwise reps end up chasing ghosts.
Return on Ad Spend (ROAS)
Revenue earned for every dollar spent on ads. A clean way to compare campaigns, as long as the lead count in the denominator is actually real. Fake leads make bad campaigns look good.
SQL (Sales Qualified Lead)
A lead a rep has looked at and agreed is worth pursuing. When junk keeps getting promoted to SQL, conversion rates tank and nobody trusts the pipeline number on Monday.
Traffic Validator scores every lead in real time across 30+ signals including cost per lead (cpl) detection.