How do you calculate the value of a lead?

Lead value = customer lifetime value × close rate. Customer value here is average deal value × repeat purchases × profit margin, then multiplied by the percentage of leads you convert.

What is a good cost per lead?

A common target is roughly one third of the lead's value (about a 3:1 return). Breakeven is the full lead value — paying more loses money.

How much traffic do I need?

Divide your monthly customer target by your close rate to get leads needed, then divide by your website conversion rate to get required visitors.

Free · Lead economics

Lead Value & Funnel Calculator

Know what a lead is actually worth, the most you can pay to get one, and the traffic you need to hit a customer target.

Your economics

Avg deal value (£)

Close rate (%)

Repeat purchases (lifetime)

Profit margin (%)

Goal (optional)

Customers / month

Site conv. rate (%)

Result

Enter your average deal value to see what a lead is worth.

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