Lead Value Calculator

Find the revenue and gross profit an average lead brings, and the most you can spend to acquire one before it stops paying off. Everything runs in your browser — nothing you enter is sent anywhere.

Your numbers

Change any value — results update as you type

Currency

Average deal value Purchases per customer Lifetime, including repeat sales Gross margin % Lead-to-customer rate % Cost per lead Leads per month leads

Values are estimates. Nothing you enter leaves this page.

Gross profit per lead

—

Before the cost of acquiring the lead.

Revenue per lead —

Break-even cost per lead —

Profit after lead cost —

Monthly profit from these leads —

Read this estimate carefully

Based on averages. Individual lead sources can perform very differently, so calculate each channel separately when you can.

How to use it

Enter the average value of a sale and how many sales a customer makes.
Add your close rate and gross margin.
Enter what a lead costs you today and how many you get per month.
Compare profit per lead with the cost per lead.

How it is calculated

Revenue per lead = close rate × deal value × purchases per customer
Gross profit per lead = revenue per lead × gross margin
Break-even cost per lead = gross profit per lead
Profit after lead cost = gross profit per lead − cost per lead

Common questions

What is a good close rate?

It depends on lead quality and channel. Use your own history rather than an industry average.

Why is break-even cost useful?

It is the ceiling for what you can pay per lead; below it each lead adds profit, above it each lead loses money.

Does this include repeat customers?

Yes. Increase purchases per customer to include repeat sales.