What is Lead Generation?

Lead generation is a model where the campaign goal is capturing contact details or inquiries, not an immediate purchase. Paid on CPL or CPA; the advertiser judges quality via approval rate.

Formats

• Landing forms (name, phone, email).
• Quiz funnels and calculators.
• Call-back lead capture.

In arbitrage

A media buyer sends traffic to forms; the CPA network posts back to the tracker. Disputes on duplicates and fraud trigger holds and caps.

Metrics

CPL, cost per approved lead, form CR. Fewer fields raise CR but may hurt quality.