A social network system includes a machine-readable memory storing computer-executable instructions and a plurality of member data elements associated with a member, one or more hardware processors having executed the computer-executable instructions, configure the social network system to provide an interface to a content provider allowing the content provider to define a lead rule for a cost-per-lead (CPL) campaign, the lead rule including a lead action and a lead content item, the lead action identifies a member action relative to the lead content item, receive the defined lead rule into the memory, activate the CPL campaign including the defined lead rule, transmit the lead content item to the member, receive indication that the member has performed the lead action, and provide the member as a lead to the content provider, including providing a first member data element of the plurality of member data elements to the content provider.