Companies in the travel industry have the highest cost-per-lead (CPL) to obtain basic consumer information through opt-in digital advertising, while companies in the technology industry have the lowest CPL for basic information but the highest CPL for premium information, according to a report by online lead generation firm Pontiflex , which breaks out the costs of both types of leads by vertical.
In its “Cost-per-Lead Advertising Data Report,” Pontiflex defines basic data as information such as a user’s first name, last name, e-mail address and postal address. Premium fields include more detailed data such as telephone numbers, social networking usernames, and custom questions.
Not surprisingly, the higher the number of fields of information collected, the higher the cost per lead. However, paying more doesn’t always mean a company is guaranteed more and better leads. Asking for additional fields of information increases drop-off and reduces lead volume, Pontiflex said.
Pontiflex’s analysis found that the overall cost for a basic lead, across all industries is $0.60, while the cost for a premium lead is $2.27. However, the increases are not consistent across industries.
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