Customer acquisition cost calculator
See what it costs to turn interest into a customer.
Try the calculatorThe film is unavailable. You can read what it shows below.
What the film shows, in words
- See what it costs to turn interest into a customer.
- 800 reached a month. 48 leads. 2.9 wins.
- A win costs USD 1,910. It brings USD 2,700. USD 2,276 is left a month.
- Win five more proposals in a hundred: USD 1,296 more a month.
- Turn five more in a hundred into leads: USD 6,480 more.
- Five fewer: USD 4,204 below zero.
- Find the rate worth working on first.
The demo: the worked example, one rate at a time
ExampleStep 1 of 4A consultancy’s outbound and inbound pipeline (illustrative).
800 reached a month become 2.9 wins. USD 2,276 is left after cost.
- 800 reached
- 48 leads
- 19.2 qualified
- 9.6 proposals
- 2.9 wins
48 leads, 19.2 qualified, 9.6 proposals, 2.88 wins. A win costs USD 1,910 and brings USD 2,700. Gross profit USD 7,776 less USD 5,500.
The whole facade is 800 people reached a month. Each lit field is its true share of the wall; the wall recedes, so shares look smaller further off.
Now your pipeline. Follow the light inwards.
The full result
Enter the people you reach each month, your conversion rates at each stage, your average deal and your sales and marketing costs. The calculator shows wins, acquisition cost and gross profit per month, and which rate moves the result most. Monthly figures. Rates are percentages of the stage before.
- Reached800
- LeadsUSD 115 each48
- QualifiedUSD 286 each19
- Proposals9.6
- Wins2.9
- Lead rate−USD 4,204 to USD 8,756
- ReachUSD 721 to USD 3,831
- Deal valueUSD 721 to USD 3,831
- Win rateUSD 980 to USD 3,572
- Qualification rateUSD 1,304 to USD 3,248
- Gross marginUSD 1,412 to USD 3,140
- Proposal rateUSD 1,498 to USD 3,054
Line: base case, USD 2,276.
What it means
- Strength: Gross profit covers the cost of winning the work.Check the rates against a full quarter of real data.
- Note: Rates, not counts, are compared.Each rate is a share of the stage before it; zero stages are handled without dividing by zero.
GKM Strategic Advisory & AI
Lead-to-sale funnel and sensitivity scenarios
Your organisation
- Wins a month
- 2.9
- Cost per win
- USD 1,910
- Top lever
- Lead rate
800 reached, 48 leads, 19.2 qualified, 9.6 proposals, 2.9 wins a month. USD 2,276 after cost.
PDF and XLSX · 24 September 2026
Your full report
Lead-to-sale funnel and sensitivity scenarios, by email once delivery is connected.
Lead-to-sale funnel and sensitivity scenarios (PDF + spreadsheet)
Tool: Lead-to-sale economics Result: 2.9 wins · USD 2,276 a month Request: please scope an outbound pilot (SVC-147).Send as a brief
How it is worked out, and its limits.
It is arithmetic on your own numbers. No benchmark is applied and nothing here says what your rates will be.
Wins are shown to one decimal place (2.9) and worked out unrounded (2.88): USD 5,500 ÷ 2.88 = USD 1,910 a win. A win brings the average deal value × the gross margin: USD 2,700 in the example.
Method
- 01
Each stage = the stage before × its conversion rate. Wins × deal value = revenue; × gross margin = gross profit.
- 02
Acquisition cost per win = monthly sales and marketing cost ÷ wins.
- 03
The tornado moves one input at a time: each rate by five percentage points (within 0 to 100%), reach and deal value by 20%.
What it cannot tell you
- Averages hide timing: long sales cycles shift wins into later months.
- It assumes rates hold as volume grows, which they often do not.
- Use a quarter of real data before trusting the rates.
Quality ruleZero denominators handled; distinguish rates from counts.
The sums are yours. The pipeline behind them is the work.
The calculator multiplies out your own assumptions. It cannot find the people, write to them or win the work, and nothing on this page promises a rate, a lead or a sale.
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Kenneth GagakumaTool ownerBook Kenneth · from USD 90
