Cost Per Lead Calculator
Calculate your cost per lead and customer acquisition cost
Frequently Asked Questions
CPL = Total ad/campaign spend ÷ Number of leads generated. Spending $5,000 to generate 200 leads gives a CPL of $25.
Cost per lead (CPL) measures what it costs to generate an interested prospect. Customer acquisition cost (CAC) measures what it costs to win an actual paying customer — since only a fraction of leads convert, CAC is always higher than CPL. CAC = CPL ÷ your lead-to-customer close rate.
It varies enormously by industry, channel, and average deal size — a $500 CPL can be excellent for enterprise B2B software and terrible for a low-cost consumer product. Compare your CPL to your own historical performance and to your specific industry's benchmarks, not a universal number.
Because CAC = CPL ÷ close rate, small changes in close rate have an outsized effect — doubling your close rate cuts your CAC in half without spending an extra dollar on ads. Improving conversion at any funnel step lowers the effective cost of every step beneath it.