Lead generation
Leads your sales team stops complaining about
A lead is only worth what the sales floor can do with it. We validate before delivery, store the consent trail, and where possible move the payout to an event that happens after the call connects.
Overview
CPL lead generation on Performetra
Lead generation on Performetra means paying a fixed price per validated lead — a form fill that matches your written definition, has survived syntax, deliverability and duplicate checks, and carries a stored consent trail with source URL and timestamp. Lending, credit cards, insurance, edtech and B2B are the core categories.
Where your CRM can report it, the payout moves downstream to call-connected, application-started or KYC-completed, which changes what publishers optimise for on day one. Leads deliver in real time by API or webhook, rejections run inside a written 7-day window with reason codes, and monthly reconciliation runs against your CRM — the same discipline as the rest of the tracking stack. Lenders should read the loan lead buying guide; pricing method is in the CPA pricing guide.
At a glance
- Billable event
- Validated lead, or downstream: call, application, KYC
- Pricing
- CPL · CPA · hybrid · per approval
- Validation
- Syntax, carrier, network-wide dedupe, live-call optional
- Delivery
- Real-time API / webhook / CRM, or scheduled batch
- Compliance
- Consent text, source URL, timestamp stored per lead
- Categories
- Lending, cards, insurance, edtech, B2B
The approach
Most lead problems are definition problems
Advertisers buy "leads", contact centres receive form fills, and the gap between the two becomes a monthly argument. We fix that at the contract stage by defining the billable lead precisely and validating against that definition automatically.
- Validation before delivery. Syntax, deliverability and carrier checks, plus optional live phone verification, run before a lead reaches your CRM.
- Network-wide de-duplication. Duplicates are matched across the entire network and a configurable time window, not just within one campaign.
- Consent trail per record. Source URL, timestamp, IP and the exact consent text stored with every lead — the documentation regulated advertisers need.
- Downstream pricing. Where your systems support it, the payout moves to application-started, call-connected or KYC-completed.
Pricing models
- CPL
- A validated form fill matching the agreed lead definition. The standard entry point.
- CPA
- A downstream event: call connected, application started, document uploaded, policy issued.
- Hybrid
- A reduced CPL plus a bonus on the downstream event, which keeps publishers interested in quality without starving volume.
- Per approval
- Used in lending and insurance where the advertiser can share approval status back reliably.
What we need
To quote you a payout, we need five things
None of them take long to gather, and having them ready is the difference between a quote today and a quote next week.
- The lead definition in writing — required fields, geo, age and eligibility rules
- A delivery endpoint: API, webhook, CRM integration or scheduled file drop
- Your rejection process and turnaround for disputed leads
- Mandatory disclosure and consent text required by your regulator
- Daily volume caps, so the contact centre is never buried
Guardrails
- Rejection window
- A standard 7-day window to reject leads with a reason code. Rejected leads are not billed, and the publisher sees the reason.
- No re-selling
- Leads generated for your campaign are delivered to you and are not resold to another advertiser in the same category.
- Claims control
- Publisher creatives and landing pages are reviewed before approval, and re-reviewed on change.
- Contact-rate floor
- If contact rate falls below the agreed floor, the campaign is paused and the source investigated before more spend.
Lead generation — questions
CPL — cost per lead — is a pricing model where the advertiser pays a fixed fee for each lead that matches an agreed definition: required fields, geo, eligibility and consent. On Performetra a lead is only billable after validation, so duplicates, unreachable numbers and out-of-geo entries never reach the invoice.
Four layers: syntax and deliverability checks on phone and email, carrier lookup where permitted, duplicate matching across the entire network within a configurable window, and optional live-call verification for high-value campaigns. Each rejected lead carries a reason code both sides can see.
Any lead matching a previous submission on phone or email within the agreed de-dupe window — matched across the whole network, not just your campaign, which is what stops the same lead being sold twice by different routes. Window length is set in the insertion order, typically 30 to 90 days.
Yes. Leads generated for your campaign are delivered to you and are not resold to another advertiser in the same category. That is written into the network terms, and the consent trail per lead makes it auditable.
On a validated campaign, most advertisers see 60–80% of leads reachable within three attempts. We set a contact-rate floor in the campaign terms; if the floor is breached, the campaign pauses and the traffic mix is fixed before more spend.
Every lead stores the consent text shown, the source URL, IP and timestamp — the trail DPDP, GDPR and TCPA-adjacent campaigns need. Mandatory disclosures are baked into forms before launch, and lead data is retained only for the dispute window. Detail in the privacy policy.
In real time by API or webhook, typically within seconds of validation. Batch delivery is available where your CRM prefers scheduled ingestion.
Yes, where the advertiser wants it. Pages are built to your brand and claim rules, hosted with the consent trail wired in, and shared with you for approval before they go live.
On a well-defined campaign with pre-validation, single digits. If rejections run higher than that consistently, the lead definition and the traffic mix need work — and that is our job to fix, not yours to absorb.
Lending, insurance and education, yes, with the consent and disclosure handling those categories require. We take the compliance restrictions as campaign constraints, not as suggestions.
Explore the silo
Other Performetra solutions
Most advertisers combine two or three of these — a lower-funnel network buy plus a reach or creator layer, measured in one place.
App growth
Installs are easy to buy and easy to fake.
E-commerce & sales
Placed orders are a vanity metric in markets where a third of them never get delivered.
Programmatic media
Programmatic goes wrong when the buying team is measured on delivery and the marketing team is measured on cost per acquisition.
Influencer & creators
Reach is not a result.
Affiliate network
Most affiliate programmes are launched and then left.
All solutions
The six campaign types compared, with a decision guide for which model prices your outcome best.
Next step
Price this campaign properly.
Send the conversion event, the geos and the volume. You get a written payout, an expected volume band and the guardrails that come with it.