Beta

Qualified CPL Auditor

Audits an ad-spend-by-campaign export against a leads export to compute two cost-per-lead numbers per channel, blended CPL (spend over every lead) and Known Qualified CPL (spend over only the leads that are identified and ICP-qualified), flagging channels that look cheap blended but are actually expensive once unqualified volume is stripped out.

Any CRM

The problem

A blended cost per lead is the number most dashboards show, and it can make the cheapest channel look best while that channel's leads are mostly anonymous form fills or poor fits. What a real buyer costs is a different number, and nothing in the spend report computes it.

How it works

01Reads an ad-spend-by-campaign export and a leads export marking each lead as identified or anonymous, with an ICP fit score
02Computes two numbers per campaign: blended cost per lead, and known qualified cost per lead, which counts only leads that are both identified and clear the ICP threshold
03Flags a campaign once its qualified cost reaches a set multiple of its blended cost, and reports a campaign with real spend and no qualified leads separately instead of folding it into the same list
04Falls back to a simple industry and company-size check against an ICP definition when leads carry no fit score

Tested against known answers

Qualified CPL Auditor

160 synthetic leads across three channels with known spend: one channel seeded to look cheap blended but mostly anonymous or unqualified, one channel priced consistently on both measures as a clean control, and one channel with real spend but zero qualified leads. A separate 4-lead batch tested the ICP-fallback scorer directly, industry and employee count against an ICP definition, with one lead deliberately high-scoring but anonymous.

10x gap ratio

Hidden-cost channel correctly flagged

1.25x gap ratio

Clean channel correctly left unflagged

1/1

Zero-qualified channel correctly isolated

→Correctly computed a 100 blended CPL on the seeded channel while its Known Qualified CPL came back at 1000, a 10x gap, against a clean control channel whose blended and qualified CPL landed at 200 and 250, a 1.25x gap correctly left unflagged at the 2x threshold.
→Correctly isolated a third channel with real spend and 20 total leads but zero that were both identified and ICP-qualified, reporting it separately from the gap-ratio flags rather than folding a total-failure channel into the same list as a partially-inflated one.
→Correctly excluded a lead from the ICP-fallback test that scored a perfect 100 on industry and employee count but was marked not identified, confirming the identified gate is enforced independently of ICP fit rather than letting a high score alone count as qualified.

The cheapest-looking channel in the spend report was actually the most expensive channel once anonymous and unqualified leads were removed from its denominator.

See the full test run →

Questions about Qualified CPL Auditor

Why does an anonymous lead not count as qualified?

Because a perfect ICP fit on a lead nobody can contact is not a buyer yet. The identified gate is enforced independently of fit score, so a high score alone never counts a lead as qualified.

What if a campaign has no qualified leads at all?

It is reported on its own as spend with zero qualified leads. There is no qualified cost to compute, and averaging a total failure into the same flag as a partly inflated channel would hide it.

Runs against your CRM using your own credentials, through your own AI instance. We don't copy, store, or retain your data.

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