Cost per lead is a metric that marketers use to measure how cost effective their marketing strategies are in generating new leads. It is a vital business metric to understand as it helps marketers understand where to allocate their resources. The metric provides campaign members with a dollar amount that helps them assess how much they should spend on acquiring new leads in the future. Along with other important metrics, cost per lead should be monitored closely. This helps to ensure campaign efforts are on track and new leads are being acquired in a cost effective manner. One way to use the cost per lead metric is to see whether it’s lower when using certain forms of visual content. Take for example you measure your cost per lead when using infographics versus videos. If you determine your cost per lead is lower when using video marketing, then you know to allocate more of your resources toward this marketing method.