Reading your results? Track cost per lead, not just click rate.

Reading your results? Track cost per lead, not just click rate.

Beginners obsess over click rate — the percent of viewers who click. It feels like the main score. It isn't the one that matters most.

Think of it like a restaurant counting people who read the menu instead of people who order dinner.

The number to watch: cost per lead, meaning total spend divided by leads collected. If you spent $1,000 and got 20 leads, that's $50 per lead.

A high click rate with no leads means people are curious but not convinced — usually a weak offer or a mismatched landing page.

Why it matters: Your boss doesn't pay for clicks. They pay for leads, and cost per lead is the honest scoreboard.

Next step: Open your campaign and calculate spend ÷ leads. That single number tells you more than click rate ever will.