How to use this calculator
- Enter or choose campaign spend.
- Enter or choose leads generated.
- Enter or choose qualified leads.
- The cost per lead updates as you type. Use Copy result or Share to keep it.
Method
CPL = Spend ÷ Leads; Cost per qualified lead = Spend ÷ Qualified leads; Qualified rate = Qualified leads ÷ Leads × 100
- Spend
- campaign cost in the period
- Leads
- all leads attributed to that spend (the CPL denominator)
- Qualified leads
- the subset that met your criteria
Worked example
- CPL = 4,500 ÷ 150 = $30.
- Cost per qualified lead = 4,500 ÷ 60 = $75.
- Qualified rate = 60 ÷ 150 × 100 = 40%.
Spending $4,500 for 150 leads is $30 per lead, but $75 for each of the 60 qualified leads.
What the result means
A cheap CPL is not a win if few leads qualify. Compare channels on cost per qualified lead, or better still on cost per customer.
Assumptions and limits
- All leads in the count came from the spend entered, under your attribution rules.
- Duplicate and spam leads inflate the lead count and make CPL look lower than it is.
Questions
What is the difference between CPL and CPA?
CPL divides by leads. CPA divides by a later conversion such as a purchase, so it is always equal to or higher than CPL for the same spend.
Should agency fees be in the spend?
Include them if you want the full cost of a lead; leave them out to compare media efficiency between channels. Say which you used.