Divide campaign spend by leads generated to get CPL, the first hard number in demand generation.
Dividing spend by the number of leads gives the unit economics of the channel. The reciprocal — leads delivered per unit of currency — is shown alongside, because that is the figure to maximise when a budget is fixed. Unit cost is the only number that lets you compare channels with wildly different budgets, and it is the input every bid and budget decision ultimately rests on.
Cost Per Lead
Cost Per Lead = Campaign spend ÷ Leads generated
Cost Per Lead = Campaign spend ÷ Leads generated Dividing spend by the number of leads gives the unit economics of the channel. The reciprocal — leads delivered per unit of currency — is shown alongside, because that is the figure to maximise when a budget is fixed.
Unit cost is the only number that lets you compare channels with wildly different budgets, and it is the input every bid and budget decision ultimately rests on.
This calculator takes 2 inputs: Campaign spend, Leads generated. The pre-filled defaults are a realistic starting point — replace them with figures from your own environment for a result you can act on.