Cost per lead (CPL): You can calculate your CPL by dividing the cost of your advertising by the number of leads received for a particular campaign or marketing activity. Cost per acquisition (CPA): This is what it costs you in advertising to acquire a new customer. In any business, this is the most important metric to understand. It’s the only way to understand if the marketing you’re doing is profitable. Lifetime value (LTV): This is the projected net profit that a customer will generate during his or her life as a customer of your business.
