What is CPL and CPA in Adwords?

CPA stands for Cost Per Action, and is essentially a model where leads are only paid for if they complete an action – such as buying a product. CPL stands for Cost Per Lead, and is a model where leads are qualified into genuine prospects before being sold.

Cost per lead, often abbreviated as CPL, is an online advertising pricing model. In Cost per action campaigns (CPA), the advertiser typically pays for a completed sale involving a credit card transaction.

CPA:      Cost Per Acquisition
CPL:      Cost Per Lead