CPL (Cost Per Lead)

Payment per lead — in iGaming, usually a completed registration with verified contact details, before any deposit.

CPL pays on registration rather than deposit, at a fraction of CPA rates. Operators use it where the funnel’s later stages are their own strength — strong CRM teams converting registrations to depositors — or in markets where deposit qualification is legally awkward to advertise.

The fraud magnet problem

Paying for form-fills invites exactly that: form-fills. Bot registrations, incentivized signups and recycled identities plague CPL deals, so they demand tighter validation (SMS/email verification, KYC-pass triggers) and continuous reg-to-deposit monitoring per affiliate. A CPL partner whose leads never deposit is either buying junk or making it.