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Rev share vs CPL for lead gen affiliates

Lead gen affiliates are usually paid one of two ways: a fixed cost per lead (CPL), or a share of what each lead sells for (rev share). This page explains how each model works in ping/post verticals such as MVA and home improvement, and which questions to ask before you choose.

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Fixed CPL

Under a fixed CPL, you receive a set amount per lead. The amount is agreed in advance and does not change from lead to lead. What counts as a paid lead depends on the network: some pay on every accepted lead, others pay only on leads that sell.

Predictable per lead. You know what each paid lead is worth before you buy traffic, which makes it simple to plan a budget.
The spread stays with the network. In ping/post, a lead can sell for more than the CPL. The difference goes to the network, not to you.
Offers can change. When buyer prices drop, a network can lower a CPL or pause the offer. A fixed rate is only fixed while the offer runs.
Acceptance rules matter. A CPL that only pays on accepted or sold leads carries some of the same variation as rev share, with less of the upside.

Side by side

Fixed CPL compared with rev share for lead gen affiliates
Question	Fixed CPL	Rev share
What you are paid	A set amount per paid lead	A share of what each sold lead sells for
Does payout change by lead?	No, while the offer runs	Yes, with the sale price
Who keeps the spread above the payout?	The network	Shared between you and the network
What happens when demand rises?	Your rate stays the same unless the network changes it	Your payout rises with sale prices
What happens when demand falls?	The network may lower or pause the offer	Your payout falls with sale prices
What you need to track	Lead count and acceptance	Sold leads, returns and what leads sold for

Some networks also offer hybrid models that combine a base amount with a share of the sale. The guide on rev share vs CPL vs hybrid payouts covers all three in more detail.

Which model fits ping/post verticals

In ping/post, each lead is offered to multiple buyers and sells at the price of the winning bid. That price changes from lead to lead, by state, by lead type and by time of day. Rev share passes that price through to the publisher. A fixed CPL does not.

That is why rev share tends to suit publishers in ping/post verticals who can produce leads that buyers bid on. If your traffic reaches people who match what buyers want, rev share lets you earn more from those leads. If you value a fixed number above all, a CPL offer can fit, as long as you understand that the network keeps the spread and can change the rate.

Read ping post explained for how the ping, the bid and the post work, and how ping/post affects affiliate payouts for what it means for your earnings.

Questions to ask under either model

Is payout on every accepted lead, or only on sold leads?
Which leads can buyers return, and how are returned leads deducted?
What are the payment terms?
How are leads reported, and can you break results down by sub ID?
Who writes and stores the consent language and consent certificates?

The full list of checks is on how to choose a pay-per-lead network.

How Summit pays

Summit pays publishers rev share on sold leads. Each lead from your traffic is offered by real-time ping/post to our buyer network of 40+ national buyer and supply partners. When a buyer purchases the lead, you earn rev share on it.

Unsold leads are not paid.
Returns are deducted under the return terms agreed during onboarding.
Payment terms are agreed during onboarding.
Leads are reported by tracking link, so you can compare sources, states and ads on sold leads.

Read how payouts work for the full process.

Want rev share on MVA or home improvement traffic? Tell us your sources and states.

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Frequently asked questions

What is the difference between rev share and CPL?

Under a fixed CPL, you receive a set amount per paid lead. Under rev share, you receive a share of what each lead sells for, so your payout follows the sale price.

Is rev share always better than CPL?

No. Rev share passes the sale price through to you, which helps when your leads sell well. A fixed CPL gives a predictable number per lead. Which fits depends on your traffic and how much variation you can accept.

Why does Summit pay rev share?

Summit routes leads by ping/post, where each lead sells at the price of the winning bid. Rev share on sold leads passes that price through to the publisher.