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Lead source ROI calculator

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Enter a month for each source you pay for or track: what it cost, how many leads it sent, how many sales came of them and the average gross. You get the cost per lead, the cost per sale and what each source earned after its cost. The rows start with example figures.

SourceCost for the month ($)LeadsSalesAverage gross per sale ($)Cost per leadCost per saleClose rateNet after cost
$25.00$3008.3%$12,500
$22.22$3336.7%$6,800
$10.00$1506.7%$4,100
$8.00$6712.0%$8,800
All sources$3,000$32,200

Example figures are filled in. Change any box and the table updates. A row left at zero is skipped. Nothing you type leaves this page.

How it works

Cost per lead
The monthly cost of the source divided by its leads.
Cost per sale
The monthly cost divided by the sales that came from it.
Close rate
Sales divided by leads, as a percent.
Net after cost
Sales times the average gross per sale, minus what the source cost. It does not count staff time or the cost of the vehicles.

A row with nothing in it is left out. A dash means the figure cannot be worked out, for example a cost per sale when there were no sales.

Before you decide anything

  • One month is a small sample. A source that sent three sales one month can send none the next. Use three months where you can.
  • Sales are credited to the source on the lead, but a shopper may have used two or three sites. Your numbers are only as good as how you record the source.
  • A cheap source that sends poor leads can cost more in staff time than it saves.

Getting the numbers

You need the source on every lead and the sale tied back to the lead. If you cannot pull this from your current system without a spreadsheet, that is the thing to fix first.

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