How do I calculate cost per lead?

Divide your marketing spend for a period by the number of leads from the same period. $2,000 in spend and 125 leads gives a cost per lead of $16.

What is the difference between cost per lead and cost per customer?

Cost per lead counts every inquiry. Cost per customer counts only the leads you close, so it is equal to or higher than cost per lead. A $16 cost per lead with a 10% close rate means each new customer costs $160.

What conversion rate should I enter?

Use the visitor-to-lead rate from your analytics for the last 90 days. Rates vary by industry, traffic source and offer, so your real numbers give a more accurate result than an industry average.

How can I get more customers without more traffic?

Raise one of the rates in the funnel. A faster reply to new leads lifts your close rate, and every missed call is a lead you already paid for. Callvera answers inbound calls 24/7 and follows up with new leads right away, so fewer paid leads slip through.

Is the lead calculator free?

Yes. The lead calculator is free and needs no sign-up. Enter your email below the results if you want a copy sent to your inbox.

Lead Generation Calculator: Leads, Cost per Lead and ROI

Your numbers

Traffic and conversion

Monthly website visitors

Unique visitors to your website each month.

Visitor-to-lead rate

Share of visitors who become leads.

Lead-to-customer rate

Share of leads who become customers.

Revenue and spend

Revenue per customer

Average revenue from one new customer.

Monthly marketing spend

Ads, agency fees and tools per month.

Goal mode

Customers per month goalOptional

New customers you want each month.

Not sure what to enter? Use numbers from the last 90 days. Your analytics and ad accounts hold most of them.

Your results

Leads per month

125

From 5,000 monthly visitors

Monthly profit: $13,000
ROI: 650%

Where the money goes

Revenue

Marketing spend

Cost per lead

1.3% of customer revenue

Customers per month

10% of leads close

Cost per customer

13.3% of customer revenue

Hit your goal

What it takes to win 20 customers a month.

Leads needed: 200
Visitors needed: 8,000
Budget needed: $3,200
Extra leads to find: 75

How the lead gen calculator works

Conversion rate and close rate are entered as percentages and divided by 100 before the math runs.

From visitors to profit

LeadsMonthly visitorsConversion rate
Cost per leadMarketing spendLeads
CustomersLeadsClose rate
Cost per customerMarketing spendCustomers
RevenueCustomersRevenue per customer
ProfitRevenueMarketing spend
ROIProfitMarketing spend100

Goal mode: work back from a customer target

Leads needed: Customer goal ÷ Close rate
Visitors needed: Leads needed ÷ Conversion rate
Budget needed: Leads needed × Cost per lead
Extra leads: Leads needed − Current leads, never below 0

Budget needed assumes your cost per lead stays the same as you scale.

Lead generation math, step by step

The default numbers in the calculator above, worked through one step at a time.

Leads: 125
Customers: 12.5
Revenue: $15,000
ROI: 650%

Leads
5,000 × 2.5%
125
Cost per lead
$2,000 ÷ 125
$16
Customers
125 × 10%
12.5
Cost per customer
$2,000 ÷ 12.5
$160
Revenue
12.5 × $1,200
$15,000
Profit
$15,000 − $2,000
$13,000
ROI
$13,000 ÷ $2,000 × 100
650%
Leads for 20 customers
20 ÷ 10%
200
Visitors for 20 customers
200 ÷ 2.5%
8,000

Now you know your numbers. Let's grow them.

Book a call. We will show how many of your leads Callvera can answer, qualify and book.

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