Lead Generation ROI Calculator

Calculator Inputs

Large screens show three columns, medium screens show two, and mobile shows one.

Traffic and Funnel

Campaign or Period Name

Impressions

Clicks

Leads

MQLs

SQLs

Opportunities

Closed Customers

Acquisition Costs

Ad Spend ($)

Paid media spend only.

Content Spend ($)

Software Cost ($)

Agency Cost ($)

Sales Labor Cost ($)

Useful for full-funnel CAC.

Overhead Cost ($)

Revenue and Attribution

Average Revenue per Customer ($)

Gross Margin (%)

Variable Fulfillment Cost per Customer ($)

Attribution Share (%)

Use less than 100 when channels share revenue credit.

Revenue Window (Months)

Used to estimate payback period.

What this section affects

These inputs drive attributed revenue, gross profit, net profit, payback period, and break-even customers.

Example Data Table

Use these sample values to test the calculator quickly.

Input	Example Value
Campaign Name	Q2 Paid Search and Nurture
Impressions	120000
Clicks	4800
Leads	360
MQLs	180
SQLs	96
Opportunities	42
Closed Customers	14
Ad Spend	$6500
Content Spend	$1200
Software Cost	$450
Agency Cost	$1800
Sales Labor Cost	$2400
Overhead Cost	$650
Revenue per Customer	$2800
Gross Margin	68%
Variable Fulfillment Cost per Customer	$250
Attribution Share	90%
Revenue Window	6 months

Formula Used

This calculator combines traffic, pipeline, cost, and revenue assumptions.

Total Acquisition Cost = Ad Spend + Content Spend + Software Cost + Agency Cost + Sales Labor Cost + Overhead Cost
Attributed Customers = Closed Customers × Attribution Share
Attributed Revenue = Attributed Customers × Average Revenue per Customer
Gross Profit per Customer = (Average Revenue per Customer × Gross Margin) − Variable Fulfillment Cost per Customer
Gross Profit = (Attributed Revenue × Gross Margin) − (Attributed Customers × Variable Fulfillment Cost per Customer)
Net Profit = Gross Profit − Total Acquisition Cost
ROI % = (Net Profit ÷ Total Acquisition Cost) × 100
ROAS = Attributed Revenue ÷ Ad Spend
CAC = Total Acquisition Cost ÷ Attributed Customers
CPL = Total Acquisition Cost ÷ Leads
CTR % = (Clicks ÷ Impressions) × 100
Click to Lead Rate % = (Leads ÷ Clicks) × 100
Lead to MQL Rate % = (MQLs ÷ Leads) × 100
MQL to SQL Rate % = (SQLs ÷ MQLs) × 100
SQL to Opportunity Rate % = (Opportunities ÷ SQLs) × 100
Win Rate % = (Customers ÷ Opportunities) × 100
Payback Period = CAC ÷ Monthly Contribution per Customer
Monthly Contribution per Customer = Gross Profit per Customer ÷ Revenue Window in Months

How to Use This Calculator

Enter your traffic counts from impressions through closed customers.
Add every meaningful acquisition cost, not just ad spend.
Enter average revenue per customer and your gross margin percentage.
Add variable fulfillment cost per customer for cleaner profit estimates.
Set attribution share below 100 if other channels deserve credit.
Choose the revenue window used to estimate payback months.
Press Calculate ROI to show results above the form.
Review the metric cards, summary tables, and Plotly graphs.
Use CSV or PDF export buttons to save the result set.

Frequently Asked Questions

1) What does lead generation ROI measure?

Lead generation ROI measures profit produced after acquisition costs. This calculator blends traffic, funnel stages, revenue, gross margin, and attribution to give a fuller financial view.

2) Why is attribution share important?

Attribution share stops one campaign from taking full credit when multiple touches influenced the sale. Use 100% for direct ownership, or lower values when channels share revenue credit.

3) Should sales labor be included in cost?

Yes, when you want true acquisition economics. Including sales labor, software, agency work, and overhead gives more realistic CAC, payback, and net profit results.

4) What gross margin should I enter?

Enter the percentage remaining after direct delivery or fulfillment costs, before acquisition costs. If uncertain, use the average gross margin from finance or contribution margin reporting.

5) Why can ROI be negative with decent conversions?

Good conversion rates do not guarantee profit. ROI can still be negative when deal value, margin, or attributed customers are too low relative to total cost.

6) What does payback period mean here?

Payback period estimates how many months of gross profit are needed to recover CAC per attributed customer. Lower payback usually supports healthier cash flow.

7) Can I compare campaigns with this tool?

Yes. Run each campaign separately using the same attribution rules and cost coverage. Then compare ROI, CAC, CPL, win rate, and payback across channels.

8) Is this calculator useful for both B2B and B2C?

Yes. It fits inbound, outbound, paid, partner, and hybrid funnels. Keep stage definitions consistent and use revenue and margin assumptions that match your model.