Lead Generation ROI Calculator

Calculate lead generation ROI from campaign cost, leads, close rate, and average deal value. Links: ROI calculator, Marketing ROI, CAC, LTV.

Full-Funnel Model

Lead gen ROI requires modeling: Spend → Leads → Customers → Revenue. Customers = Leads × Close Rate. Revenue = Customers × Average Deal Value. ROI = (Revenue − Campaign Cost) / Campaign Cost × 100. A low CAC or cost per lead is meaningless if close rate is poor or churn erodes LTV. See What Is ROI? for the core formula.

Cost Per Lead (CPL)

CPL = Campaign Cost / Leads Generated. Use CPL to compare channels and creative, but do not optimize on CPL alone. A $20 CPL with 5% close rate beats a $10 CPL with 1% close when deal value supports it. Always model through to revenue and profit.

B2B vs B2C

B2B lead gen typically has higher CPL, longer sales cycles, and higher deal values. Attribution windows must match the cycle—30 days may be too short for enterprise. B2C often has shorter cycles and lower LTV; focus on conversion and repeat purchase. See ROAS calculator for paid-ad efficiency and Email Marketing ROI for channel-specific metrics.

Channels and Benchmarks

Paid search, LinkedIn, and content syndication are common B2B channels. CPL varies by industry: $50–200+ for B2B SaaS, $20–80 for lower-ticket B2B. Compare channels on full-funnel ROI, not CPL. The Marketing ROI guide has benchmarks by channel.

Common Pitfalls

• Using pipeline value instead of closed revenue for ROI
• Ignoring sales team cost in total campaign cost
• Comparing CPL across channels with different close rates
• Using too short an attribution window for long-cycle deals