Calculator inputs
Use the fields below to map your initial outreach funnel, economic inputs, and service quality assumptions.
Example data table
| Campaign | Channel | First Contacts | Responses | Qualified | Meetings | Proposals | Conversions | Attributed Revenue |
|---|---|---|---|---|---|---|---|---|
| Spring Demo Push | Paid Search | 2,500 | 540 | 220 | 130 | 72 | 34 | $39,270.00 |
| ABM Outreach | 920 | 214 | 116 | 64 | 31 | 15 | $24,750.00 | |
| Launch Trial Offers | Social Ads | 3,400 | 488 | 162 | 80 | 38 | 12 | $14,280.00 |
Formula used
First Contact Conversion Rate = (Closed Conversions ÷ Total First Contacts) × 100
Engaged Lead Conversion Rate = (Closed Conversions ÷ First Responses) × 100
True CAC = (Marketing Spend + Sales Hours × Hourly Cost) ÷ Closed Conversions
Attributed Revenue = Closed Conversions × Average Revenue per Conversion × Attribution Share
ROI = ((Attributed Revenue − Total Program Cost) ÷ Total Program Cost) × 100
Efficiency Score blends quality score, response speed, benchmark performance, qualification strength, and proposal close strength into a 100-point index.
How to use this calculator
- Enter your campaign, channel, and reporting period labels.
- Add the total number of prospects contacted for the first time.
- Fill in funnel counts from first response through closed conversion.
- Provide revenue, media spend, labor hours, and hourly cost.
- Score lead fit and response quality from 0 to 100.
- Set your target response time, attribution share, benchmark, and follow-up days.
- Press the submit button to show results above the form.
- Use the CSV and PDF buttons to save or share the output.
Frequently asked questions
1. What does first contact conversion mean?
It measures how many initial outreach attempts eventually become closed conversions. This helps marketers judge the quality of early messaging, targeting, and sales handoff strength.
2. Why track both response rate and conversion rate?
Response rate shows whether prospects notice your first touch. Conversion rate shows whether that early attention produces revenue. Together, they expose whether the problem is awareness, qualification, or closing.
3. Why include attribution share?
Not every sale is created entirely by the first interaction. Attribution share estimates how much revenue should be credited to that first touch, giving a more realistic view of channel value.
4. What does the efficiency score show?
The score combines response speed, lead quality, benchmark performance, and late-stage conversion strength. It offers a single diagnostic index for comparing campaigns without ignoring funnel depth.
5. Can I compare channels with this calculator?
Yes. Run the calculator separately for email, paid search, social, partner referrals, or outbound campaigns. Compare conversion rate, CAC, attributed revenue, and the weakest funnel stage.
6. Why is labor cost included in acquisition cost?
Sales and SDR time can materially change campaign economics. Including labor cost prevents underestimating acquisition cost when manual outreach, qualification, and proposal work are significant.
7. What if my benchmark conversion rate is unknown?
Use a historical average from your own campaigns, a channel target, or an internal planning assumption. Update it later as more data becomes available for stronger comparisons.
8. When should I trust the biggest funnel leak insight?
Trust it when your stage counts are accurate and measured over the same period. It highlights the lowest retention stage, which often points to the most urgent optimization opportunity.