Online marketing and advertising is a strategy every business owner should be using to improve the bottom line and generate more business. Below are three key metrics to use for gauging your online marketing and advertising efforts and effect.

Cost Per Lead (CPL) is the cost of bringing a lead to your business. Leads can come from a variety of generation methods, including: opting-in to your email list on your website, calling your office, filling out your online form, purchasing a product, et cetera. Generating these leads cost you something. For example, the cost of maintaining your website, the cost of getting your phone number in front of the customer, the cost of your online marketing and so on. Measuring your cost per lead is very important. 
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