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Lead Generation Calculator

Work out the traffic needed to hit a lead target at a given conversion rate, and the cost.

About Lead Generation Calculator

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.

Formula

Lead Generation

Traffic = leads ÷ conversion rate; budget = traffic × cost per click

lead-to-customer
Share of leads that become paying customers

Worked example

With the default values below, Lead Generation Calculator returns Traffic Required of 15,625. Change any input above and every figure here is recalculated in your browser.

Inputs used

Leads requiredminimum 0
500
Visitor-to-lead conversion rateaccepts 0–100 %
3.2 %
Cost per clickminimum 0
1.8
Lead-to-customer conversion rateaccepts 0–100 %
12 %

Results

Traffic Required
15,625
Budget Required
$28,125.00
Cost Per Lead
$56.25
Customers Expected
60
Cost Per Customer
$468.75

Step by step

  1. 1Values used
  2. 2Lead Generation
  3. 3Traffic Required= 15,625
  4. 4Budget Required= 28,125.00
  5. 5Cost Per Lead= 56.25
  6. 6Customers Expected= 60
  7. 7Cost Per Customer= 468.75

Assumptions and limits

  • The result is derived only from the 4 inputs listed above. Anything not among them is not part of the calculation.
  • In particular, this calculator does not take inflation, tax or compounding frequency into account.
  • Figures are rounded for display to 2 decimal places, so totals built from several rounded parts can differ slightly from the unrounded arithmetic.
  • This is an estimate for general information and not professional financial, tax or legal advice. See the full disclaimer for the limits that apply to this kind of calculator.

How these calculators are built and tested is described on the Methodology page. If a figure looks wrong, please report it.

Frequently Asked Questions

How is Lead Generation calculated?

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.

Why does Lead Generation matter?

Lead targets set without the traffic and budget behind them are the most common cause of a marketing plan that cannot be delivered.

What values do I need to enter?

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.

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