StatsAd Industry MetricsAverage CPL Data by Category for Year Ending July 2009

Average CPL Data by Category for Year Ending July 2009

Average cost-per-lead rates for CPG, Entertainment, Health, Non-Profit, Retail, Technology and Travel categories.

How much does an online lead cost? The following data, provided by online lead generation firm Pontiflex, shows the average cost-per-lead across seven categories, compiled from a sample of 709 of Pontiflex’s partner Web sites for the year ending July 31, 2009.

The figures show the cost of two separate types of leads: basic and premium. Basic data includes information such as a user’s first name, last name, e-mail address and postal address, whereas premium fields include more detailed information such as telephone numbers, social networking usernames, and custom questions. Leads for the campaigns analyzed were non-incentivized, opt-in, and purchased on a cost-per-lead pricing model. The consumer sample included North American adults aged 18 and over. The data were gathered from campaigns that had a minimum spend of $5,000 during the one-year time period.

U.S. Average Cost Per Lead (CPL) by Category, year ending July 31 2009
Category CPL “Basic” ($) CPL “Premium” ($)
Overall 0.60 2.27
CPG 0.87 1.13
Entertainment 0.80 3.00
Health 0.60 3.36
Non-Profit 1.33 1.85
Online Retail 0.59 n/a
Technology 0.43 3.75
Travel 1.40 2.50
Source: Pontiflex CPL Benchmark Study, August 2009

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