Spend needed to generate one lead. The Cost Per Lead (CPL) Calculator takes campaign spend, leads generated, leads wanted next period and returns cost per lead plus budget for the target at this cost per lead, leads per 1,000 spent. Results update as you type, and the formula is shown under the result so you can repeat it in your own spreadsheet.
Marketing metrics are most useful as trends and comparisons between channels. Measure every campaign the same way, over the same period, and judge it against your gross margin rather than against revenue alone. Use the worked example below to check the maths against your own figures.
How the Cost Per Lead (CPL) Calculator works
Cost per lead is the price of a name and contact detail. Combine it with your lead-to-customer rate to see the real cost of a customer; a cheap lead that never converts is expensive.
Worked example
With the example values (campaign spend of $5,000, leads generated of 200, leads wanted next period of 500), the cost per lead is $25.00; budget for the target at this cost per lead $12,500.00, leads per 1,000 spent 40. Change any figure above and the result updates immediately; use Copy results to paste the summary into a note or email.
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Frequently Asked Questions
How is cost per lead calculated?
cost per lead = spend ÷ leads.
Which figures do I need?
Campaign spend, leads generated, leads wanted next period. Take them from the same period and the same set of accounts or reports so the ratio is consistent, and check the example values as a guide to the units expected.
How often should I track this metric?
Weekly for live campaigns, monthly for channel comparisons, and always over the same period for spend and results so the figures line up.
