Measure lead generation by connecting valid enquiries to qualified leads, opportunities and customers. Define each stage and use the same lead cohort and cost boundary before comparing campaigns.
Core KPI formulas
| Metric | Formula | Check first |
|---|---|---|
| Visit-to-lead rate | Valid leads ÷ eligible visits × 100% | Use a consistent visit definition |
| Qualification rate | Qualified leads ÷ valid leads × 100% | Apply the same acceptance criteria |
| Cost per lead | Included acquisition costs ÷ valid leads | State which costs are included |
| Cost per qualified lead | Included acquisition costs ÷ qualified leads | Do not substitute all form submissions |
| Lead-to-customer rate | Customers from cohort ÷ leads in cohort × 100% | Allow enough time for sales |
| Customer acquisition cost | Included sales and marketing costs ÷ new customers | Use a matched period or cohort method |
A zero denominator means the ratio cannot be calculated; report it as unavailable rather than zero cost.
A worked example
A fictional campaign costs €3,000 and brings 100 valid leads, of which 25 qualify and 5 become customers. Cost per lead is €30, qualification rate is 25%, cost per qualified lead is €120 and lead-to-customer rate is 5%. Campaign cost per customer is €600. That last figure is not full customer acquisition cost unless the €3,000 includes all relevant sales and marketing costs.
Connect analytics to commercial outcomes
Google Analytics lets you mark an important recorded action as a key event. A successfully recorded form submission can support website measurement, but qualification and sales outcomes need their own reliable records.
Remove spam, test submissions and duplicate enquiries from lead reporting. Keep personal details out of analytics event parameters. Preserve unknown sources rather than guessing attribution, and distinguish attributed revenue from proof that a channel caused a sale.
Use the calculator with consistent inputs
Enter costs and outcomes for the same scope in the tool below. Review response time, rejected-lead reasons and unassigned records alongside the financial ratios. A recent cohort may still convert; label it incomplete instead of treating every open lead as lost.
