Scrub Rate

The scrub rate is the percentage of leads that were not purchased by the Advertiser. If 100 leads were generated but only 80 were bought, the scrub rate was 20%. These are leads that didn’t make it through the Advertiser’s acquisition process – so they were scrubbed out. These are typically leads that are rejected in real-time because they didn’t meet the criteria of the lead buyer (also referred to as lead scrubbing). The higher the scrub rate the lower the effective CPL.