Free tool
Cost per closed deal calculator
A cost per lead of $15 against a cost per lead of $50 looks like an easy call. It stops being one the moment you divide by the deals that actually closed. Put two campaigns in and see whether the metric on your dashboard ranks them the same way the bank does.
Runs in your browser. Nothing you type is sent anywhere, stored, or logged — there is no request to send it in. Built by the team behind the dishonest dashboard.
How this is calculated
Every figure above comes from the arithmetic below. No weighting, no model, no numbers of ours mixed into yours.
Per campaign
cost per lead = spend ÷ submissions closed deals = submissions × close rate cost per closed deal = spend ÷ closed deals revenue = closed deals × average deal return on ad spend = revenue ÷ spend
Closed deals is left as a decimal rather than rounded. Rounding 0.4 deals up to 1 would flatter a low-volume campaign, and rounding it down to 0 would make its cost per deal undefined.
The comparison
cost-per-lead winner = the lower cost per lead cost-per-closed-deal winner = the lower cost per closed deal flip = the two winners are different campaigns
The flip is the entire point of the page. When it happens, every decision made on cost per lead — bids, budgets, which campaign to pause — is being made on the metric that ranks them backwards.
The gaps
gap = the larger figure ÷ the smaller figure
Reported as a multiple rather than a percentage, because a 3× difference in cost per deal and a 3% difference in cost per lead are the shape of the finding.
Where the defaults come from
The two example campaigns are constructed to show the flip, and you should treat them as an illustration rather than as typical. Campaign A buys submissions at a quarter of the price and closes them at an eighth of the rate.
Close rate has to come from your CRM. Your form builder cannot supply it — it has no idea what happened after the submit event, which is the gap this whole site is about. If your CRM cannot attribute closed deals back to the campaign, that is the thing to fix before you tune anything else, and it is fixable with an offline conversion import that most PPC teams already run.
Verified context, for scale: roughly 13% of marketing-qualified leads ever become a real opportunity. A campaign whose leads are worse than average is not a rounding error against that base rate.
What this cannot tell you
It compares two campaigns at a single moment and cannot see the time axis. If Campaign B closes in 14 days and Campaign A closes in 9 months, the cash-flow difference is real, large, and completely absent from this arithmetic.
It also treats the average deal as a fixed number. Deal sizes are usually skewed rather than normal — one large win can carry a campaign, and an average that includes it will overstate every future month. If you have the data, run this twice, once on the mean and once on the median, and take the pessimistic one seriously.
Finally, it will happily compare two campaigns with too few deals to be meaningful. Four closed deals against three is not a finding. If you want to know whether a difference is big enough to believe, use the outcome-weighted split test calculator instead — it does the significance test this page deliberately does not.
Why we built this
Every number on this page is one your form builder could have told you and didn’t.
Endpoint Forms is an open-source form builder for marketers: forms built to convert, data that goes wherever you need it, and every submission carrying what it turned out to be worth. It is not shipped yet. The waitlist is where we tell you when it is.