Enter Your Numbers

Total Revenue from Leads (AUD) The total revenue generated from your leads over the period you're measuring

Number of Leads Generated Total leads received in the same period (enquiries, form fills, calls, DMs, etc.)

Your Sector (optional — for benchmark comparison)

Close Rate (optional — % of leads that become clients) Enter your close rate to also see revenue per qualified lead

Your Results

Revenue Per Lead
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AUD per lead

Total Leads

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leads in period

Results are indicative. Actual figures vary based on your specific business conditions, lead quality, and sales process.

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How Revenue Per Lead Works

Revenue per lead (RPL) tells you how much revenue, on average, each new lead generates for your business. It's one of the most useful metrics for evaluating your marketing channels and lead sources.

Revenue Per Lead = Total Revenue ÷ Number of Leads

If you know your close rate, you can also calculate revenue per qualified lead — which adjusts for the fact that not every lead becomes a client.

Revenue Per Qualified Lead = Revenue Per Lead ÷ Close Rate (%)

Knowing your RPL helps you decide how much you can spend per lead (your maximum cost per lead), compare performance across channels, and set realistic revenue targets from your marketing activity.

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What Is Revenue Per Lead?

Revenue Per Lead (RPL) measures the average revenue generated from each lead that enters your business. It's a key metric for understanding marketing ROI and pricing your services profitably.

The formula: RPL = Total Revenue ÷ Number of Leads

For example, if you generated $50,000 from 25 leads, your RPL is $2,000 per lead.

Why RPL Matters

Pricing decisions: Knowing your RPL helps set appropriate service prices.
Marketing budget: You know exactly what you can spend on advertising.
Lead quality: Identify which channels bring highest-value leads.
Scalability: Predict revenue based on lead volume goals.

What Is a Good RPL?

Good RPL depends entirely on your business model. Higher RPL services (like real estate or professional services) can sustain higher marketing costs than lower RPL businesses (like retail). Use your RPL to determine sustainable CPL and CPA.

How to Increase RPL

Raise prices: Higher prices directly increase RPL.
Upsell existing clients: Offer additional services to current customers.
Focus on high-value segments: Target customers with higher lifetime value.
Improve closing rate: Convert more leads to paying customers.
Create retainers: Recurring revenue increases lead value over time.

Revenue Per Lead Calculator