Lead Generation Calculators
Free calculators for the unit economics behind lead generation — what a lead costs, what a customer costs once every sales and marketing cost is in, what that customer is worth over time, and what the whole program returns. Formulas are shown on every page.
CAC Calculator
Customer Acquisition Cost — the fully-loaded sales & marketing cost to win one new customer.
Open tool →LTV:CAC Ratio Calculator
Compare lifetime value to acquisition cost to see if your unit economics can support scaling spend.
Open tool →Cost Per Lead Calculator
What you pay per lead — and, with your close rate, the true cost per acquired customer.
Open tool →Marketing ROI Calculator
Return on your total marketing investment — revenue generated for every dollar invested.
Open tool →
From cost per lead to whether you can scale
Each number builds on the last. Scale spend only once the last step says each customer is worth more than they cost.
Price the lead
Cost per lead is spend divided by leads. Add your close rate and it becomes what each customer from that channel actually costs.
Load the full cost of a customer
CAC adds every sales and marketing cost — salaries, software, agencies — to the media spend, so the number reflects what winning a customer really takes.
Compare it with what a customer is worth
LTV:CAC divides lifetime value by acquisition cost. Around 3:1 leaves room to scale; well below it, more spend only buys more losses.
Judge the whole program
Marketing ROI sets the revenue marketing generated against everything invested in it — the number leadership asks for at budget time.
When the economics work and you want more of it
The calculators show whether acquisition pays. The Lead Generation system scales what does, and Measurement makes sure the numbers going into these calculators can be trusted.
Lead Generation system
Scale acquisition against the numbers you already know.
Paid media services
Strategic, objective-based advertising aimed at targeted audiences on selected platforms.
Measurement services
Conversion tracking, attribution and reporting that tie content, search and paid media to revenue.
Attribution Modeling
Multi-touch attribution that gives each channel credited weight across the whole journey, not just the last click.
Content Goals & KPIs
Goals tied to business outcomes, each with the leading indicators and revenue measures that prove progress.
Not sure which one your number points to?
Frequently asked questions
What is a good LTV:CAC ratio?
Around 3:1 is the most widely used benchmark: each customer is worth three times what it cost to win them. Below 1:1 you lose money on every customer; far above 3:1 can mean you are spending too little on growth.
Calculate your LTV:CAC ratio →What is the difference between CAC and CPA?
CPA is usually a channel number: ad spend divided by the conversions that channel reports. CAC is a business number: every sales and marketing cost divided by the new customers won. CPA says which campaign is efficient; CAC says whether the business can afford its growth.
Calculate your CAC →Should CAC include salaries and tools?
For a fully loaded CAC, yes — salaries, commissions, software and agency fees alongside media spend. A paid-only CAC is useful for comparing channels but understates what each new customer really costs.
See the Lead Generation system →How do I calculate cost per lead?
Divide what a channel or campaign cost by the leads it produced: $2,000 for 80 leads is a $25 cost per lead. Divide that by your close rate to get the cost per customer — at a 10% close rate, $250.
Calculate cost per lead →How do I calculate marketing ROI?
Subtract the marketing cost from the revenue it generated, then divide by the cost. $250,000 of revenue from $50,000 invested is a 400% return.
Calculate marketing ROI →Which channel should get the credit for a lead?
Usually more than one. Last-click reporting gives every lead to the final touch; a multi-touch attribution model shares the credit between the channels that introduced, nurtured and converted the buyer — which changes what CAC looks like by channel.
See attribution modeling services →
Further reading
Marketing Attribution 101: Choose the Model That Fits
Most teams don't have a spending problem — they have a credit problem: revenue comes in, but no one can say what actually caused it. Here's how marketing attribution works, how the models really compare, and how to choose one that fits your business with the Fit Test, a four-question diagnostic.
Marketing Analytics 101: How to Measure, Analyze, and Optimize Campaign Performance
Marketing analytics is the practice of collecting, analyzing, and interpreting data to understand how marketing activities influence business outcomes.
Lead Scoring Models
Lead scoring ranks incoming leads by how likely they are to close, so your best closer's time flows to the right ones. Here's how to build a rule-based model from your own won and lost deals — no data team required.
More free marketing tools
SEO Tools
A technical audit, an on-page checker, topic clusters and backlinks.
Paid Media Calculators
ROAS, POAS, CPM, CPC, CTR, CPA, reach and retargeting.
Marketing Automation Calculators
What slow follow-up and manual work cost, and how ready you are.
Make the economics work, then scale them.
Book a call and we’ll walk through your CAC, lifetime value and cost per lead — and whether the next dollar of spend will pay for itself.