Compare cost per lead with cost per sale
Evaluate the channels on downstream customer quality.
The scenario
Channel A spends $1,000 for 100 leads and five sales. Channel B spends $1,000 for 40 leads and 10 sales.
A has cheaper leads at $10 versus $25, but B has cheaper sales at $100 versus $200. Sales economics can reverse the lead-cost ranking.
Apply it to your own work
Join leads to outcomes in the CRM, agree on a maturity window, and compare volume, conversion, and contribution by channel.
What to watch for
Some leads close later than others. A premature comparison can punish channels with a longer sales cycle.
Add an outcome quality column
Compare leads, qualified leads, closed sales, and contribution using the same period. If Channel B’s ten sales include five heavily discounted jobs, its lower cost per sale may not translate into higher contribution.
Mark leads awaiting contact or still in negotiation. Separate those from true losses. Ask sales to agree on how duplicates, cancellations, and repeat customers are handled before combining channel reports.
Try a related tool
Estimate what you can pay to acquire an order while reserving a desired contribution. Use consistent per-order inputs.
