Calculator Inputs
Formula Used
Lead Qualification Rate = (Sales Qualified Leads ÷ Total Leads) × 100
MQL Rate = (Marketing Qualified Leads ÷ Total Leads) × 100
MQL to SQL Rate = (Sales Qualified Leads ÷ Marketing Qualified Leads) × 100
SQL Acceptance Rate = (Sales Accepted Leads ÷ Sales Qualified Leads) × 100
Total Lead Cost = Total Leads × Average Cost per Lead
Cost per Qualified Lead = Total Lead Cost ÷ Sales Qualified Leads
Estimated Wins = Sales Accepted Leads × Close Rate
Estimated Revenue = Estimated Wins × Average Deal Value
Estimated ROI = ((Estimated Revenue − Total Lead Cost) ÷ Total Lead Cost) × 100
Lead Quality Index = (MQL Rate × 0.25) + (MQL to SQL Rate × 0.35) + (SQL Acceptance Rate × 0.40)
How to Use This Calculator
- Enter the campaign name and reporting period.
- Input total leads generated during that period.
- Add marketing qualified leads and sales qualified leads.
- Enter accepted and rejected lead counts from sales review.
- Provide average lead cost, deal value, and close rate.
- Set your target qualification rate for comparison.
- Click the calculate button to view results above the form.
- Use the graph and metrics table to identify funnel leakage and cost pressure.
- Download the CSV or PDF summary for reporting and team reviews.
Example Data Table
| Campaign | Period | Total Leads | MQL Leads | SQL Leads | Accepted Leads | Rejected Leads | Lead Cost | Deal Value | Close Rate | Target Rate |
|---|---|---|---|---|---|---|---|---|---|---|
| Spring Demand Gen | Last 30 Days | 1200 | 420 | 180 | 140 | 40 | $18.00 | $3,200.00 | 22% | 18% |
| Product Webinar | Last 14 Days | 650 | 260 | 104 | 78 | 18 | $14.50 | $2,900.00 | 19% | 16% |
| Paid Search | Last 30 Days | 1500 | 510 | 170 | 122 | 28 | $21.00 | $3,850.00 | 24% | 15% |
Frequently Asked Questions
1. What does lead qualification rate measure?
It measures the percentage of total leads that become sales qualified. This shows how well your targeting, messaging, and screening process identify leads that deserve sales attention.
2. Why track both MQL and SQL values?
Tracking both stages helps you see where lead quality improves or drops. A strong MQL rate with a weak SQL rate often signals weak scoring rules or poor audience fit.
3. What is a good qualification rate?
A good rate depends on channel, offer, industry, and deal size. Compare current performance against past campaigns, team benchmarks, and your target rate rather than using one universal standard.
4. How does the calculator estimate revenue?
It multiplies accepted leads by the close rate, then multiplies estimated wins by average deal value. This gives a practical forecast based on funnel movement and downstream sales performance.
5. Why is cost per qualified lead important?
It tells you how much spend is required to create one sales qualified lead. This metric is useful for comparing channels, budget efficiency, and the true cost of poor targeting.
6. What does the lead quality index mean?
The index blends MQL rate, MQL to SQL conversion, and SQL acceptance rate. It gives a quick summary score for funnel health, but it should support, not replace, deeper analysis.
7. Can I use this for monthly or weekly reports?
Yes. Enter any reporting label and the number of days covered. The calculator also converts current qualified lead pace into a monthly forecast for easier planning.
8. Why might accepted and rejected leads not match SQL leads?
Some qualified leads may still be under review or untouched by sales. The calculator shows these as open or pending SQLs so you can spot follow-up delays.