The Multi-Touch Cost per Lead report gives you a calculated cost per lead for each of your Google, Facebook, and Bing campaigns based on the attribution model of your choice. With this report, you can measure which campaigns, ad groups, keywords, and individual ads are the driving the most cost-effective leads for your business.
Use this article to learn how to:
- Access your Multi-Touch Cost per Lead report
- Choose an attribution model
- Filter your reporting data
- Export your Multi-Touch Cost per Lead report
Multi-Touch CPL is available as an add-on report in your account based on your pricing plan. This feature is $8/month per company in your account.
Once you activate, Multi-Touch CPL it will be viewable by all users-levels in your account including administrators, managers, and reporting users.
The Multi-Touch Cost per Lead report requires the following:
- Keyword-level tracking with dynamic number insertion installed on your website.
- One of the following integrations for each company where you'd like to see a cost per lead report:
CPL for Google Ads
- If you have an active Google Ads integration, but your report is showing cost per lead data as "n/a" you'll need to re-authorize your Google Ads integration to ensure your data can be sent to CallRail. After you authorize Google Ads, it will take up to 24 hours for your first batch of CPL data to populate.
Follow these steps to authorize your Google Ads integration and receive cost per lead data.
- There is always a 48-hour delay in data freshness, according to Google Ads' Data Freshness policy. This means that if you're looking at reports for the previous two days, you will likely see what appears to be "unsettled" data with incorrect attribution.
Here is some Google documentation with more details.
- Google Ad Extensions and Mobile Click-to-Call ads are not included in the CPL report because they are not tracking numbers associated with session-level data which would allow us to report on multiple touchpoints.
CPL for Facebook Ads
- In order to receive cost per lead data for your Facebook ads, you'll need to add URL tracking parameters to each of the Facebook ads you're currently running.
Follow these instructions to set up your Facebook ads for CPL reporting.
CPL for Bing Ads
- In order to receive cost per lead data for Bing Ads, you'll need to add a global tracking template to your Bing Ads campaigns.
Follow these instructions to set up Bing Ads for CPL reporting.
Multi-Touch Cost per Lead Overview
Use these instructions to access your Multi-Touch Cost per Lead report for a specific company.
- Choose the company whose Mult-Touch Cost per Lead report you'd like to view.
- Select Reports at the top of the page.
- Select Multi-Touch Cost per Lead under Acquisition.
- This will bring up your Cost per Lead report for the company you’ve selected with a calculation of cost per lead for every active Google Ads or Facebook campaign in your account.
- Each column illustrates which of your Google Ads campaign > ad group > keyword/ad ID sets are generating raw leads.
- The first row of numbers in bold illustrate the totals across all your Google Ads campaigns.
- The Source column shows which source (Google Ads or Facebook) your ad is associated with.
- The Campaign column shows the name of each Google Ads campaign as it’s configured in your Google Ads account.
- The Ad Group column displays the name of each Google Ads ad group as it’s configured in your Google Ads account.
- The Keyword/Ad ID column shows the keyword or ad ID associated with the Google Ads campaign in that row.
- The Raw Leads column provides the total number of raw leads for the campaign > ad group > keyword/ad ID in that row based on the attribution model and time frame you’ve selected.
- The Cost column shows the cost of the Google Ads campaign > ad group > keyword/ad ID in that row from your Google Ads account based on the time frame you’ve selected.
- The Cost per Lead column is a calculation of your cost per lead based on the cost for that campaign > ad group > keyword/ad ID set divided by the number of raw leads in that same row.
Choose an Attribution Model
You can calculate cost per lead based on our five attribution models. Each model attributes lead credit to different milestones in the sales funnel. Choosing different attribution models will change your cost per lead total based on how that model weighs each milestone.
- Click the drop-down above the chart to choose an attribution model.
- Select an attribution model to see your Google Ads cost per lead calculation for that model.
- Select the First Touch Model to give 100% credit to the first touchpoint a customer engaged with.
- Select the Lead Creation Model to give 100% credit to the last touchpoint before a customer calls, texts, or submits a form and becomes a raw lead.
- Select the 50/50 Model to split cost per lead credit evenly between the First Touch milestone and the Lead Creation milestone.
- Select the Qualified Model to give 100% credit to the last touchpoint before a customer is scored as a qualified lead. Leads can be scored manually, keypad scoring, or automatically through CallScore.
- Select the W-Shaped Model to split cost per lead credit evenly between the First Touch milestone, Lead Creation milestone, and the Qualified milestone with one-third credit assigned to each.
Filter Report Data
Apply filters to your report to see cost per lead for a specific time frame.
- Click the Filter by button above the chart.
- Select a Date Range filter to your report.
- Click Apply to see the report with your selected filters.
- Select the Save Filter Set Icon to keep this filter set saved for later use.
Export Your Report
You can export the data from your Multi-Touch Cost per Lead report to a CSV file.
- Click the Export CSV button at the top right of the chart to download a CSV file of your attribution report with current filters and attribution model applied.
Who can see this report?
All user-levels can see this report for their company including administrators, managers, and reporting users.
Why do I see n/a for my cost per lead?
If you have an active Google Ads integration, but your report is showing n/a in the Cost Per Lead column, you'll need to re-authorize your Google Ads integration to ensure that data can be sent to CallRail.
What about Google ad extensions and Mobile Click-to-Call ads?
Google Ad Extensions and Mobile Click-to-Call ads are not included in the CPL report because they are not tracking numbers associated with session-level data which would allow us to report on multiple touchpoints.
Why does my data for today look incorrect?
Google has a 48-hour window where the data we’re pulling from the Google Ads API might not be correctly attributed. After 48 hours, all the data should match the correct campaign attributions. We recommend waiting 48 hours for accurate reporting on your Google Ads CPL.
Read more about Google's data freshness policy.
How does measuring CPL work over time?
Time is an important factor for cost per lead reporting. Often times, First Touch and Lead Creation milestones do not occur in the same week or month, which means that attribution data can backfill over time. When you’re using keyword pools, we won’t have a customer’s First Touch session data until they call one of your tracking numbers (the lead creation event). That means a First Touch can backfill in your CPL reports and lower your cost per lead for that time frame.
Here’s an example: In January, Jim clicks on a Google Paid ad, browses a couple of pages of your website, but doesn’t make a call. In February, Jim googles your company name to find your website again (a Google Organic touchpoint) and makes a call to the tracking number on your website. Jim’s First Touch is the first Google Paid ad he clicked on, but that session data for January (when he clicked the ad) won’t show on your January CPL report until he calls you in February and we’re able to capture that session data. So once Jim calls your tracking number as his lead creation event, your January first touch will populate and lower the cost per lead for that First Touch source.
What about cookie expiration?
Our dynamic number insertion has a default cookie expiration of one year. You can also set a custom cookie expiration for your account. Once a visitor’s cookies expire or a visitor clears their cookies, they’ll be treated as a new visitor.
How are outbound calls attributed?
Outbound first touches (ex. Sales team reaching out to potential customers) will show as a first touch unless session data reveals when the customer calls again that they had interacted with advertising before the outbound call. The outbound call will still be recorded in the visitor timeline.