Lead Value Calculator

Calculate the value of your leads, and max spend per lead to maintain profitability.

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Created by Harald Roine

Lead Calculation Dashboard

Created by Harald Roine

Guide

Inputs

Conversion Rate (%) ?

Average Deal Size ($) ?

Fixed Cost per Deal ($) ?

Variable Cost per Deal (%) ?

Enable Lifetime Value Metrics?

Lifetime Value Inputs

Average Monthly Recurring Revenue (MRR) ($) ?

Calculate Lifespan By:

Average Customer Lifespan (Months) ?

Target Profit Margin (%) ?

Sensitivity Analysis

Parameter to Vary:

Variation (+/- %):

Goal Seek

Target Output Metric:

Desired Target Value:

Input Metric to Adjust:

Key Driver Analysis

Select Primary Goal:

Click the button to analyze which inputs have the biggest impact on your selected goal.

Calculated Metrics

$--.--

Revenue per Lead

$--.--

Profit per Lead

$--.--

Max Spend per Lead

$--.--

Customer LTV (Estimate)

--

CAC Payback Period (Months)

Average Deal Profit Breakdown

Cumulative Profit Over Time (Per Customer)

Shows cumulative profit after accounting for initial acquisition cost (Max Spend + Fixed Cost) and ongoing MRR less variable costs.

Calculating...

Input Section (Left Panel)

Enter core metrics like Conversion Rate, Average Deal Size, and costs (Fixed Cost per Deal, Variable Cost %).
Use the Target Profit Margin to specify the profit you want to retain after acquisition costs (100% = break-even spend).
Toggle Enable Lifetime Value Metrics? to reveal inputs for calculating LTV and Payback Period:

Enter Average MRR.
Choose to calculate lifespan by Months or by Monthly Churn Rate.

Use Load Template... (top right of Input card) to quickly populate with presets or your previously saved scenarios.
Save your current inputs using the Save Scenario section at the bottom of the Input card (enter a name and click save).

Tip: Hover over the ? icons for details on specific inputs.

Results Section (Right Panel)

Calculated Metrics: Shows key results based on your inputs:

Revenue per Lead: Expected initial revenue per lead.
Profit per Lead: Expected initial profit per lead (after costs).
Max Spend per Lead: Max spend allowed based on initial profit and your target margin.
Customer LTV (Estimate): (If LTV metrics enabled) Total estimated revenue over customer lifetime.
CAC Payback Period: (If LTV metrics enabled) Months to recoup initial spend + fixed cost via recurring profit.

Average Deal Profit Breakdown Chart: Visualizes how the Average Deal Size is split between costs and profit.
Cumulative Profit Over Time Chart: (If LTV metrics enabled) Shows how profit accumulates (or recovers from loss) over the customer lifespan based on recurring revenue.
Summary Text: Provides a narrative explanation of the main results, considering LTV context if enabled.
Warnings/Alerts: Appear below the summary if initial profit is negative or if the CAC payback period is longer than the customer lifespan (when LTV is enabled).

Header Actions

Share Scenario: Generates a URL containing your current inputs to share with others.
Compare Scenarios: Opens a window to select and compare results from your previously saved scenarios (and current inputs) side-by-side. Use the "Enable Planning Mode" toggle within the modal to interactively adjust inputs for comparison.
Guide: Opens this help window.

Analysis Tools (Left Panel)

Sensitivity Analysis: See how changing one input (e.g., Conversion Rate +/- 10%) affects key output metrics. Helps identify critical assumptions.
Goal Seek: Set a target for an output metric (e.g., desired Max Spend) and find the required value for an input metric (e.g., needed Conversion Rate) to achieve it.
Key Driver Analysis: Automatically identifies which inputs have the biggest positive impact on your selected primary goal (e.g., Profit per Lead) for a small percentage increase.