Free lead economics tool

Lead Value Calculator

Calculate the economic value of a lead and the maximum cost per lead that still supports your required acquisition return.

Simple calculator

Enter the lead-to-sale economics

Updates live

Customer economics

Average revenue per closed sale

Gross margin

Lead-to-sale close rate

Lead pricing target

Target ROI on lead spend

100% target ROI means $1 of profit after lead cost for every $1 spent on the lead. Current / quoted cost per lead

Lead valueExpected gross profit per lead = revenue per sale × gross margin × close rate. Break-even CPL equals expected gross profit per lead. Maximum CPL at target ROI = expected gross profit per lead ÷ (1 + target ROI).

Advanced calculator

Model the full acquisition economics

Funnel + contribution

Lead funnel

Lead qualification rate

Close rate on qualified leads

Sales handling cost per raw lead

Current / quoted CPL

Customer value

Expected customer revenue

Use the revenue horizon you want the lead decision to support. Gross margin

Revenue realization

Allows for refunds, bad debt, cancellations or uncollected revenue. Sales commission on realized revenue

Onboarding / setup cost per customer

Other variable customer cost

Target ROI on lead spend

Lead budget

Monthly lead budget

Maximum leads available / month

leads

0 means no volume cap.Desired monthly closed customers

sales

Advanced lead valueCustomer contribution = realized revenue × gross margin − sales commission − onboarding/other customer costs. Expected contribution per raw lead = overall close probability × customer contribution − lead handling cost. Maximum CPL is then set by the required ROI on lead spend.

Lead value bridge

From customer economics to maximum CPL

Current assumptions

Step	Calculation	Value

Conversion sensitivity

Maximum CPL at different raw-lead close rates

Customer economics held constant

Raw-lead close rate	Leads / sale	Expected contribution / lead	Break-even CPL	Max CPL at target ROI	ROI at current CPL

Customer-value sensitivity

Maximum CPL at different customer revenue levels

Funnel rates held constant

Customer revenue	Customer contribution	Expected contribution / lead	Break-even CPL	Max CPL at target ROI

ROI target ladder

Maximum CPL at different acquisition return targets

Same lead value

Target ROI	Maximum CPL	CPL headroom vs current	Profit retained / lead at max CPL	Signal

Scope

Lead value depends on realized economics

This calculator estimates acquisition economics from the assumptions entered. It does not guarantee that a lead source will maintain its close rate as volume increases, that every customer will realize the same revenue or margin, or that sales capacity can handle the modeled lead volume. Fixed overhead is not allocated unless entered as a lead or customer variable cost. For recurring-revenue businesses, use a customer-revenue horizon consistent with the period you are willing to use when setting acquisition prices.