Lead value calculator.
Enter your leads, close rate and average customer value to see exactly what one lead is worth — and the maximum you should pay to generate one.
Your numbers
Use monthly figures for the clearest picture.
What your leads are worth
Updated live as you type.
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Estimates for orientation only — real results depend on your market, offer and sales process.
What is lead value and how is it calculated?
Lead value is the expected revenue one lead brings your business, before you know whether that specific lead will buy.
The formula
Customers = leads × close rate, revenue = customers × average customer value, and therefore lead value = close rate × average customer value. Close 20% of leads at €1,500 per customer and every lead that enters your pipeline is worth €300 — even the ones that never buy, because you can't know in advance which ones those are.
How to interpret your result
Lead value is the ceiling on what you can pay for a lead, not the target. Pay the full revenue value and every deal breaks even before your other costs. That's why the calculator also shows a conservative planning target for cost per lead — based on profit per lead when you enter a margin, with headroom left for sales time and leads that go cold. If your ad campaigns generate leads below that number, they're profitable; if they're above it, fix the close rate or the offer before cutting the ad budget.
What to do next
Once you know your target cost per lead, plan the ad budget to hit it with the Meta Ads budget calculator, and if too few visitors become leads in the first place, audit your page with the landing page conversion checklist.
Lead value questions, answered
Lead value = close rate × average customer value. If you close 20% of leads and an average customer is worth €1,500, each lead is worth €300 in expected revenue. If you know your profit margin, multiply again by margin to get the profit value per lead — the ceiling for what you can pay to acquire one.
There is no universal number — a good cost per lead is one comfortably below your lead value. Many businesses target a cost per lead of 20–35% of the profit value per lead, leaving room for sales costs and leads that go cold. A €50 CPL is excellent for a service worth €3,000 and disastrous for a €60 product.
Two levers: close rate and customer value. Close rate improves with faster follow-up (calling within 5 minutes dramatically outperforms next-day), better lead qualification in your forms, and stronger offers. Customer value improves with upsells, retainers and repeat business. Doubling either doubles what you can afford to pay for a lead.
Use revenue-based lead value to compare channels and campaigns, but use profit-based lead value to set your maximum cost per lead. Spending up to the revenue value of a lead means every deal only breaks even before your other costs.