Enter the total number of qualified leads and the total cost into the calculator to determine the cost per qualified lead.

Cost Per Qualified Lead Formula

The following equation is used to calculate the Cost Per Qualified Lead.

  • Where CPQL is the cost per qualified lead ($/qualified lead)
  • TC is the total cost ($)
  • QL is the number of qualified leads

To calculate the cost per qualified lead, divide the cost of advertising by the number of leads that fit the specific criteria.

What is Cost Per Qualified Lead?


Cost per qualified lead is an extension of the term cost per lead. It distinguishes between all leads and those that set a fixed set of qualifications, for example, directly due to advertising, etc.

How to Calculate Cost Per Qualified Lead?

Example Problem:

The following example outlines the steps and information needed to calculate Cost Per Qualified Lead.

First, determine the number of qualified leads. In this example, 500 leads met preset criteria.

Next, determine the cost it took to generate those leads. In this case, the cost was $10,000.00.

Finally, calculate the cost per qualified lead using the formula above:


CPQL = 10,000 / 500

CPQL =$20 / lead