Cost per lead is the first number most business owners reach for. You spent some money, you got some leads, you divide one by the other, and you stare at the result trying to decide if it's good or bad.
Here's the problem. That number means nothing on its own. A $12 lead can be a disaster and a $180 lead can be the best money you spend all year. It depends entirely on what happens after the lead comes in, and most people never do the math on that part before they start judging the ads.
