Merchants who offer CPL commissions are usually those who need to convert a lead into a sale offline. This means they will generally need to complete the transaction over the phone with the customer, or that the process is quite complicated. Typically, insurance companies and banking institution offer this type of commission structure.
You may be wondering why merchants are willing to pay for a lead, instead of only for completed transactions.
prefer this model, as they are not in control of the offline conversion process. It is the merchant is job to be able to complete the transaction. Some merchants may be wary that the leads will not be a high enough quality. This is why they will usually have conversion targets with which the leads generated need to comply as a quality control