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Recruiting metrics

Cost per lead (CPL)

Cost per lead is advertising spend divided by the number of leads — in driver recruiting, usually applications or form submissions — it produced. It is the easiest recruiting number to measure and the easiest to be misled by.

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Why it matters when hiring drivers

CPL rewards removing friction, and friction is where qualification happens. A two-tap in-app form produces a beautiful CPL and a call list full of people without a CDL; a landing page that states the terms produces a worse CPL and a shortlist worth calling. CPL only means something next to a downstream quality measure.