AdWords Cost per Lead Report (beta)

This report is currently being beta tested. Sign up to become a beta tester

The AdWords Cost per Lead report gives you a calculated cost per lead for each of your Google AdWords campaigns based on the attribution model of your choice. With this report, you can measure which AdWords campaigns, ads 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 AdWords Cost per Lead report
  • Choose an attribution model
  • Filter your reporting data
  • Export your AdWords Cost per Lead report

Getting Started 

You’ll need an active Google AdWords integration in order to have data for this report.

Read how to activate your AdWords integration.

This report is available at the agency-level for an entire account and at the company-level for individual sub-accounts. Admin users will be able to access this report for an entire account.

For the beta test, this report will be accessible by Admin users only. Managers, Reporting, and Notification users will not be able to view this report.  

AdWords Cost per Lead Overview 

Use these instructions to access your AdWords Cost per Lead report for a specific company.

  1. Choose the company whose AdWords Cost per Lead report you'd like to view.


  2. Select Reports at the top of the page.


  3. Select AdWords Cost per Lead under Acquisition.


  4. 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 AdWords campaign in your account.


  5. Each column illustrates which of your AdWords campaign > ad group > keyword/ad ID sets are generating raw leads.

    • The first row of numbers in bold illustrate the totals across all your AdWords campaigns.
    • The Campaign column shows the name of each AdWords campaign as it’s configured in your AdWords account.
    • The Ad Group column displays the name of each AdWords ad group as it’s configured in your AdWords account.
    • The Keyword/Ad ID column shows the keyword or ad ID associated with the AdWords 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 AdWords campaign > ad group > keyword/ad ID in that row from your AdWords 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.

  6. Use the Keyword/Ad ID drop-down to sort your data based on keywords or ad ID's. 


Choose an Attribution Model

You can calculate cost per lead based on our three attribution models: a First Touch Model, Lead Creation Model, or 50/50 Model. Each model attributes lead credit to different milestones in the sales funnel, so you can see which ads drive which kinds of touchpoints and compare it to the cost of the ad. Choosing different attribution models will change your cost per lead total based on how that model weighs each milestone.

Learn more about attribution modeling.

  1. Click the drop-down above the chart to choose an attribution model.


  2. Select an attribution model to see the AdWords cost per lead 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 one of your tracking numbers and became a raw lead.
    • Select the 50/50 Model to split cost per lead credit evenly between the first touchpoint and the lead creation touchpoint.

Filter Report Data

Apply filters to your report to see cost per lead for a specific time frame or keyword.

  1. Click the Filter by button above the chart.


  2. Select a Date Range filter to your report.


  3. Click Apply to see the report with your selected filters.


  4. Select the Save Filter Set Icon to keep this filter set saved for later use.


Learn more about using activity and report filters in this help article.

Export Your Report

You can export the data from your AdWords Cost per Lead report to a CSV file.

  1. 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.



Why does my data for today look incorrect?

AdWords has a 48 hour window where the data we’re pulling from the AdWords 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 AdWords CPL.

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.

Learn about cookie duration for dynamic number insertion.

How does CPL work with source tracking numbers?

A first time call to one of your source tracking numbers will always populate as a First Touch and a Lead Creation touch. This is because source tracking numbers do not have session data attached (like keyword pools), so the first call always serves as the first known touchpoint for that customer.

Read more about attribution modeling.


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