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 | ||||||
