CPL

Cost Per Lead is a payout model where the affiliate is paid for each lead — typically a completed registration or form fill — regardless of whether that lead ever deposits or purchases. The conversion point sits higher in the funnel than CPA, so payouts are smaller but volume is easier to generate and money turns around faster.

CPL offers are common in dating, finance, sweepstakes, and lead-gen verticals; in iGaming they appear where operators buy registrations to work through their own call centers and retention flows. The recurring pitfall is lead quality: advertisers score leads on validity and contactability, and junk data gets rejected or triggers a rate cut. Buyers should pre-validate form fields and avoid over-incentivized creatives that fill the funnel with users who never intended to engage.