Free tool
Lead Value Calculator
Know what a lead is worth before you decide what to pay for one. Enter your average sale, close rate and margin to see lead value and your maximum and safe cost per lead.
Your numbers
Updates as you typeLeads that become customers
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Result
Enter your numbers
The lead value formula
Lead value = Average sale value × Close rate × Gross marginExample calculation
Your average sale is $500, you close 20% of leads, and your margin is 60%. Lead value is 500 × 0.20 × 0.60 = $60. You break even at $60 per lead and a safe target is around $20.
What your result means
Lead value is the ceiling for what you can pay per lead and still profit. Keep your actual cost per lead below the safe target and acquisition stays comfortably profitable.
Common mistakes
- Using revenue instead of margin, which overstates lead value.
- Paying right up to the maximum CPL and leaving no room for overhead.
- Using an optimistic close rate that real follow-up does not match.
The number tells you where you are. Not what to do next.
Lead value sets the ceiling — your weekly plan decides how to stay under it.
Cleverlio decides what your business should do this week and writes the work — the posts, the messages, the website copy. You review it and publish it yourself.
See what Cleverlio would doCommon questions
What is lead value?
Lead value is the average profit a single lead is worth, accounting for how many leads turn into customers and your margin. It tells you the most you can sensibly pay to generate a lead.
How do I calculate the value of a lead?
Multiply your average sale value by your close rate by your gross margin. For example, a $500 sale at a 20% close rate and 60% margin makes each lead worth $60 in profit.
What is the difference between lead value and cost per lead?
Lead value is what a lead is worth to you; cost per lead is what you pay to get one. As long as cost per lead stays below lead value, you are acquiring leads profitably.
Why use a safe CPL target instead of the maximum?
The maximum profitable CPL is your break-even point. Targeting a safe CPL — around a third of lead value — leaves room for overhead and keeps each lead genuinely profitable.
How can I increase lead value?
Raise your average sale value, improve your close rate with better follow-up and qualification, or protect your margins. Each lever increases what every lead is worth.