Cost per hot lead

Cost per click tells you what traffic costs. Cost per hot lead tells you what a conversation worth having costs, which is the number that decides where next month's budget goes.

What it needs

1. Ad attribution. A lead arriving from a click-to-WhatsApp ad records the campaign, ad set and ad it came from. This is automatic once the channel is connected.
2. A grade on the conversation. The AI concierge grades hot, warm or cold; an agent can override it at any point, and the override is what the report counts.

Without the second, the report can only show cost per lead, which is the number you already had.

Reading it

• Cost per hot lead — spend divided by hot conversations, per ad.
• Hot rate — the share of leads from that ad that turned out to be worth a conversation.

An ad with a low cost per click and a low hot rate is the expensive one. That comparison is the whole point of the screen.