Work out the traffic needed to hit a lead target at a given conversion rate, and the cost.
Working backwards from the lead target through the conversion rate gives the traffic required, and multiplying by cost per click gives the budget. Carrying it one stage further to customers is what makes the number comparable with a CAC target. Lead targets set without the traffic and budget behind them are the most common cause of a marketing plan that cannot be delivered.
Lead Generation
Traffic = leads ÷ conversion rate; budget = traffic × cost per click
Traffic = leads ÷ conversion rate; budget = traffic × cost per click Working backwards from the lead target through the conversion rate gives the traffic required, and multiplying by cost per click gives the budget. Carrying it one stage further to customers is what makes the number comparable with a CAC target.
Lead targets set without the traffic and budget behind them are the most common cause of a marketing plan that cannot be delivered.
This calculator takes 4 inputs: Leads required, Visitor-to-lead conversion rate, Cost per click, Lead-to-customer conversion rate. The pre-filled defaults are a realistic starting point — replace them with figures from your own environment for a result you can act on.