How it’s calculated
Every metric comes from six numbers. The formulas are standard, and they’re handy to have in front of you when you discuss the budget with your agency.
Cost per lead (CPL)
Budget / leads. Leads = clicks × website conversion rate; clicks = budget / cost per click.
Customer acquisition cost (CAC)
Budget / sales. Sales = leads × lead-to-sale rate.
ROMI
(Revenue × margin − budget) / budget × 100%. Above zero means your ads paid off.
Which lever matters more
Change the cost per click and then the conversion rate in the calculator. You’ll almost always see the same thing: raising conversion is cheaper than lowering the cost per click, because the whole auction competes for the click, while your website is fully in your hands.
Cost per click
More precise keywords, negative keywords, ad scheduling and location targeting. It helps, but you hit a ceiling set by the competition.
Website conversion rate
A clear offer and an easy first step. A quiz asks a few questions about what the visitor needs, and they reach the contact form on their own.
Lead-to-sale rate
Fast follow-up and a prepared call. When a lead arrives with answers, your sales rep calls with an offer ready.
Your traffic is tagged. Now turn it into leads
A LeadForms quiz asks visitors a few questions and collects their contact details along with the answers. UTM parameters are saved with every lead, and quiz progress shows up as events in Google Analytics 4.
UTM tags in every lead
Source, campaign and ad arrive with the contact details in your email, Telegram, Kommo, Bitrix24 or via webhook.
Google Analytics 4 events, no code
Paste your measurement ID into the quiz settings and track progress with events: opened the quiz, started answering, submitted their details. How to connect it.
A quiz in 10 minutes
Ready-made templates for your industry, or an AI draft based on a description of your business. Your first 20 leads are free, then pick a plan.
Other free tools
Free and no sign-up required, just like this calculator.
