Lead Profitability Calculator
Quickly evaluate if a collaboration is profitable based on key metrics.
Base Data
Observed Customer Value (Period)
Average value per closed customer for the measured report period. This is actual historical data, not full lifetime value over years.
Continuation / Retention Rate (%)
Estimated percentage of additional value the customer is expected to generate after the measurement period, through continued purchases, returning to the service, or future revenue.
Estimated Multi-Year LTV
Estimated future customer value, calculated from observed period value plus continuation rate. This is a forecast, not actual historical data.
Contribution Margin (%)
The percentage of revenue remaining after direct product/service costs. Excludes marketing, agency, systems, sales team, or general admin costs.
Monthly Leads
Average monthly leads based on the measurement period or current activity rate.
Conversion Rate (%)
Percentage of leads that become closed customers, based on report closing data or working assumptions.
Cost Per Lead (CPL)
Average cost per lead, calculated as media spend divided by number of leads.
Calculated: Media Spend ÷ Leads
Marketing & Ops Expenses
Monthly Media Spend
Total monthly budget invested in paid advertising, such as Meta, Google, Taboola, LinkedIn, or other platforms.
Agency Retainer (Optional)
Fixed monthly payment to the marketing agency. Included in customer acquisition cost for a full marketing picture.
Lead/Appointment Team Cost
Monthly cost of the team handling leads, following up, answering inquiries, qualifying leads, or setting appointments.
Marketing Systems / CRM
Monthly cost of systems directly used for marketing, lead management, CRM, telephony, automations, or lead communication.
Creative / Content / Production
Monthly cost of design, content, video, photography, landing pages, or marketing productions not included in the retainer.
Scenario Tool (Play with the data)
Adjust Media Spend
Check how changes in media spend affect the model's expected results.
Adjust Conversion Rate
Check how changes in conversion rate affect customer volume, CAC, and profitability.
Scenario: Performance Simulation
Evaluating the impact of revenue uplift
Estimated Revenue Uplift (%)
Results
Monthly
Yearly
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Net Profit / Month
Estimated monthly profit after marketing and customer acquisition costs, based on the defined contribution margin.
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LTV:CAC Ratio
Ratio of customer value to full customer acquisition cost. A higher ratio indicates a healthier marketing model.
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ROAS
Return On Ad Spend. Calculated as revenue divided by media spend only.
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New Customers
Expected number of new customers based on lead volume and conversion rate.
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Full CAC
Full Customer Acquisition Cost, including media, agency, systems, lead team, and other marketing expenses.
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Break-even CPL
Maximum cost per lead where the model remains balanced (break-even) based on entered data.
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Break-even Conv. %
Minimum conversion rate needed to reach break-even based on entered data.
Model Assumptions & Notes
- Full CAC includes media spend and all fixed acquisition costs: retainer, team, systems, and creative.
- LTV:CAC Ratio uses the full acquisition cost for a more conservative estimate.
- ROAS is calculated as revenue divided by media spend only.
- Net Profit / Month is calculated based on the entered contribution margin, deducting all acquisition and marketing costs.
- Break-even metrics show the required conversion rate or CPL to reach zero net profit.
- Calculator values are based on averages and working assumptions, serving as an estimation tool.