Lead Value Calculator
Find out what a lead is worth at each stage of your funnel, using your average deal value and the rate at which leads move forward.
A new lead is worth about
$360.00
| Stage | Chance of closing | Value |
|---|---|---|
| New lead | 3.6% | $360.00 |
| Marketing qualified lead | 9% | $900.00 |
| Sales qualified lead | 18% | $1,800.00 |
| Opportunity | 30% | $3,000.00 |
How lead value works
A lead's value is your average deal value multiplied by its chance of closing. Its chance of closing is every stage-to-stage rate still ahead of it, multiplied together.
A lead's value rises or stays the same as it moves forward, because fewer steps stand between it and a sale.
How to use these values
You can report these values to ad platforms as conversion values, so bidding favors the stages and leads that matter most. They're also useful for setting a sensible target cost per lead.
If you'd rather optimize for profit, enter your average profit per deal instead of revenue.
Disclaimer
This tool 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
Is my information saved?
No. Your numbers stay in your browser, and they aren't sent to anyone.
What if my funnel has different stages?
Combine the rates to fit. If you skip a stage, enter 100% for it, and the calculation will treat every lead as passing through.
How often should I update these values?
Review them whenever your close rates or deal sizes shift. Each lead source can also differ, so calculate them by channel if you have enough data.
Want help putting this to work?
Tell us where your marketing stands today, and we'll show you what to do first.