> For the complete documentation index, see [llms.txt](https://hyundai-help.onlinesales.ai/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://hyundai-help.onlinesales.ai/frequently-asked-questions/why-is-my-cost-per-lead-higher-or-lower-this-month.md).

# Why is my Cost Per Lead higher or lower this month?

**CPL can increase or decrease based on changes in spend and lead generation.**

These often fluctuate due to **seasonality, demand, new launches, or offers.**\
If spend remains same but leads drop, CPL goes up.\
If leads increase with same or lower spend, CPL goes down.\
Ad performance, competition, and creative quality also impact CPL.

We recommend selecting all the cars or more than 6-7 cars for advertising, as this directly affects your Cost Per Lead, as it helps reach a larger audience of customers.

Learn more about Car Selection here:

{% content-ref url="/pages/-MYoSbzbOXzupSt66c\_H" %}
[Car Selection](/dashboard/your-campaigns/car-selection.md)
{% endcontent-ref %}

If you didn't select all the cars previously and have selected all the cars now, your Cost Per Lead will show a decrease.