Lead Economics Calculator

Model what qualified leads are worth to your business. All calculation happens in your browser — no data is sent or stored.

Your numbers

Enter your business metrics. Currency is for labelling only — no exchange conversion is applied.

CurrencyAverage first-sale valueGross margin %Close rate from qualified lead %Cost per lead quoted (£)Number of leads to modelLifetime value multiplier (optional)Set >1 if repeat purchases are typical, e.g. 3 = customer worth 3× initial sale over their lifetime.

Results

Enter your numbers and press Calculate to see the economics.

Check Lead Availability & Pricing Try the Lead Programme Planner How Pricing & Qualification Work

How to use this calculator

Enter the sale value, gross margin and close rate your sales team achieves from qualified leads. Add the cost per lead you have been quoted or expect to pay. The calculator shows whether those economics produce a positive return and what the maximum affordable CPL is at two profit scenarios.

If your customers typically buy more than once, increase the lifetime value multiplier to reflect their total spend over the relationship. A multiplier of 3 means each customer is worth roughly three times the initial sale.

What the results mean

Contribution profit is gross profit from closed leads minus total lead spend. A positive number means the programme is profitable at those assumptions.

Break-even CPL is the maximum you can pay per lead and still cover costs. The 20% and 50% scenarios show how much room you have at different profit targets.

Formulas: gross profit per customer = sale × margin × LTV multiplier; CAC = CPL ÷ close rate; break-even CPL = gross profit per customer × close rate; contribution = wins × gross profit − leads × CPL. These are scenario tools, not forecasts. Actual results depend on lead quality, follow-up speed, sales capacity and programme terms agreed with your provider.