Lead Value Calculator
Calculates the monetary value of each lead by source and type. Combines conversion rates, average deal size, and cost per acquisition to rank lead sources by net value and prioritize spend.
Sales - Lead Value Calculator.xlsx
Excel (.xlsx) — No macros — Works in Excel, Google Sheets, LibreOffice
What This Spreadsheet Solves
- No way to quantify the dollar value of leads from different sources
- Spending equally on all lead sources without knowing which ones generate ROI
- Inability to compare organic, paid, and referral leads on a common financial basis
- No clear cost-per-acquisition benchmark for evaluating marketing spend
- Difficulty justifying budget allocation across lead generation channels
Who This Is For
- Marketing managers allocating lead generation budgets
- Sales directors evaluating lead quality by source
- Growth marketers optimizing channel mix
- Revenue operations analysts building attribution models
Inputs
- textLead Source Name
- #Number of Leads
- %Conversion Rate to Customer
- $Average Deal Size
- $Total Source Cost
Outputs
- Value per Lead by Source
- Cost per Acquisition (CPA) by Source
- Net Value per Lead
- Total Revenue per Source
- Source Ranking by Net Value
- ROI per Source
How Calculations Work
Value per lead is calculated as conversion rate times average deal size. CPA is total source cost divided by the number of converted customers. Net value per lead subtracts CPA from value per lead. Sources are ranked by net value per lead to show which channels deliver the most profitable leads after acquisition costs.
Example Use Case
Scenario: Three sources: Google Ads (500 leads, 4% conversion, $5K avg deal, $15K spend), Organic SEO (300 leads, 6% conversion, $7K avg deal, $2K spend), and Referrals (100 leads, 15% conversion, $8K avg deal, $500 spend).
Result: Google Ads: $200 value/lead, $750 CPA, -$550 net/lead. SEO: $420 value/lead, $111 CPA, $309 net/lead. Referrals: $1,200 value/lead, $33 CPA, $1,167 net/lead. Referrals rank first by net value despite lowest volume.
What You Get — 5 Sheets
Technical Details
Frequently Asked Questions
Should I use first-touch or last-touch attribution?
First-touch credits the source that generated the lead. Last-touch credits the source that triggered conversion. Choose based on your sales cycle. For short cycles, last-touch is simpler. For long cycles, first-touch better reflects lead generation value.
What if a lead source has zero conversions?
Its value per lead is $0 and CPA is undefined. The model flags it as a zero-ROI source.
How do I account for leads that convert months later?
Use a lookback window. Include all conversions attributed to a source within a defined period (e.g., 90 days). Set this in CONFIG.
Can I include offline lead sources?
Yes. Enter trade shows, events, or cold calls as separate sources with their associated costs and conversion data.
What is a good CPA benchmark?
It depends entirely on your average deal size and margins. A CPA that is less than 20-30% of the gross profit per customer is generally sustainable.
Download Lead Value Calculator
Ready to use immediately. Enter your data in the INPUT sheet, see results in OUTPUT.