December 2017
Intermediate to advanced
390 pages
7h 51m
English
Content preview from Measuring MarketingBecome an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
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Chapter 68 Pay Per Lead
Measurement Need
Marketers obtaining customer leads online need a payment method for each lead acquired.
Solutioni
Pay per lead simply describes an online payment method in which payment is based on actual, qualifying leads generated by a website or an advertisement on a website.
Assume, for example, that your company attracts 10,000 visitors per day to its website, 1,000 of which click on a banner ad promoting the advertiser’s website and, of those, 100 register on the destination website. Then your company, as the publisher of the website on which the banner ad was placed, will be paid for the 100 leads that were generated.
Impact
An advantage of website advertising is the measurement precision that allows marketers ...
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