What is revenue per lead?
Revenue per lead is the average revenue generated by each lead. To find it, divide the total revenue from a group of leads by the number of leads in that group. It shows what a lead is worth to the business.
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How to calculate revenue per lead
Divide the revenue your leads produced by the number of leads.
Why revenue per lead matters
Cost per lead shows what you paid to get a lead, but not whether that lead was any good. Revenue per lead shows the value that came back, so you can judge lead sources by results and not just by price.
A source with a higher cost per lead can still be the better one if its leads become more revenue.
Timing and lead sources
Sales cycles can be long, so revenue from recent leads may not have arrived yet. Measure a group of leads from a past period, and give them enough time to close.
Break the figure down by channel, campaign, or lead type to see where the most valuable leads come from.
Using it with cost per lead
Compare the two numbers directly. If revenue per lead is well above cost per lead, and the margin supports it, that source is worth scaling.
Disclaimer
This calculator is for informational purposes only, and we don't guarantee the accuracy of its results. You're responsible for verifying any results before relying on them. See our terms of use.
Common questions
How do you calculate revenue per lead?
Divide the revenue from leads by the number of leads. For example, $120,000 in revenue from 800 leads is $150 per lead.
What is a good revenue per lead?
It depends on your margins and what you pay for each lead. It's good when it comfortably exceeds your cost per lead and the other costs of closing the sale.
How is revenue per lead different from revenue per visitor?
Revenue per lead divides revenue by people who became leads. Revenue per visitor divides it by everyone who visited, so it also reflects how many visitors turn into leads.
Why connect lead data to revenue?
Without it, you optimize for lead volume only. Linking leads to closed revenue, often through your CRM, shows which sources produce customers.
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