CPL to CAC Calculator
Convert cost per lead (CPL) into CAC using lead-to-customer rate (and compute targets).
Lead gen metrics can be misleading: a low CPL can still produce an expensive CAC if lead quality or close rate is weak.
This calculator translates CPL into CAC using lead-to-customer conversion and shows what close rate you need to hit a target CAC.
Prefer an explanation- Read the guide.
CPL to CAC: why lead gen metrics mislead (and how to fix it)CAC vs CPA: definitions, formulas, and when to use eachPaid ads bidding & budgeting hub: max CPC, target CPA, and break-even targetsSales ops metrics hub: quota, pipeline, win rate, and capacity planning
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Set 0 to disable target rate calculation.
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Use to estimate all-in CPL when sales costs are not included.
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Tip: you can type commas (e.g., 10,000).
Example
Using the default inputs, the result is:
$1,600.00
- Cost per lead (CPL)
- $80
- Lead-to-customer rate
- 5%
- Target CAC (optional)
- $1,500
- Additional sales cost per lead (optional)
- $0
How to calculate
- Enter your cost per lead (CPL).
- Enter the % of leads that become paying customers (lead-to-customer rate).
- Optionally set a target CAC to compute required lead-to-customer rate.
Formula
CAC = CPL / (lead-to-customer rate)
- Lead-to-customer rate reflects final paying customers (not MQLs).
- CPL and close rate are measured over consistent time windows.
- Excludes sales salaries unless your CPL includes them (definition matters).
FAQ
Should I include sales cost in CPL or CAC-
For planning, include sales salaries and tooling in CAC (blended CAC). For channel optimization, teams often track paid CPL/CPA separately. The key is labeling and consistency.
What if leads convert over multiple months-
Then use cohort-based tracking (lead cohorts) and measure lead-to-customer rate after enough time has passed. Short windows can undercount conversions and overstate CAC.
Common mistakes
- Using MQLs as leads without a consistent definition (denominator drift).
- Ignoring sales cycle length and cohort lag (today's leads close later).
- Optimizing for volume and destroying lead quality (CAC rises).
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Quick checks
- Keep attribution model and window consistent when comparing campaigns.
- Pair efficiency metrics (ROAS/CPA) with profit assumptions (margin, refunds, fees).
- Validate tracking after site changes (pixels/events can silently break).