Enter your traffic, conversion rate, and close rate to instantly forecast monthly leads, customers, revenue, and cost per lead — then project it across the months ahead. No email required.
Results update live as you type
Optional — spend & forecast
The formula: Leads = Traffic × Visitor-to-Lead %. Customers = Leads × Close %. All figures are estimates for planning purposes.
Cost per Lead
$12.50
Cost per Customer
$62.50
Total Leads
2,880
Total Revenue
$345,600.00
Leads, customers, and revenue scale directly with your traffic and conversion rates.
Cost per lead and ROI only appear when you enter a monthly spend.
The forecast assumes steady-state performance across the months you select.
Every lead-gen program comes down to a simple funnel. Here's how the numbers connect.
Traffic becomes leads, leads become customers, customers become revenue. Each stage has a conversion rate, and small improvements compound down the funnel.
Lifting your visitor-to-lead rate from 2% to 4% doubles your leads on the same traffic. Clearer offers, shorter forms, and faster pages are the highest-leverage fixes.
You can grow leads by adding traffic or by converting more of it. Conversion is usually cheaper and faster to improve than buying more visitors.
Cost per lead ranges from under $20 for SEO and content to $50–$200+ for competitive paid search. Judge it against the value of a closed customer, not in isolation.
A flood of low-intent leads can lower your close rate and waste sales time. Tighter targeting often produces fewer leads that convert at a far higher rate.
Multiply steady-state monthly results by your time horizon to project totals. For realism, model gradual ramp-up while you optimize the funnel.
Small changes in conversion rate move the forecast far more than traffic does.
A lead forecast is a chain of multiplications: traffic, then the share who enquire, then the share who buy. Because the terms multiply, the model is far more sensitive to the conversion rates than to the traffic number — and those are exactly the inputs people guess at most freely.
Before trusting any forecast, check your conversion rate against reality rather than ambition. Most business websites convert between 1% and 3% of visitors into enquiries. If your model assumes 8%, it is not a forecast, it is a wish.
| Traffic type | Enquiry rate | Why it differs |
|---|---|---|
| Branded organic search | 8% – 20% | They already know you and are looking for your contact details. |
| Non-brand organic search | 1.5% – 4% | Problem-aware but still comparing options. |
| Google Search ads | 3% – 8% | High intent, but only when the landing page matches the query. |
| Google Display / YouTube | 0.2% – 1% | Interruption rather than intent; expect to nurture. |
| Meta ads (cold) | 0.8% – 3% | Cheap traffic, low intent. Lead forms lift the rate and lower the quality. |
| Referral / direct | 5% – 15% | Pre-qualified by whoever sent them. |
Mixing these into a single site-wide conversion rate is the fastest way to build a forecast that cannot happen. Model each source separately, then add them up.
A blended conversion rate hides the fact that brand traffic converts ten times better than cold traffic. Forecast each channel on its own rate, then total the result.
Tactics that raise lead volume — instant forms, aggressive offers, broad targeting — almost always lower close rate. Forecast leads and closes together, never leads alone.
Response time is among the strongest predictors of whether a lead closes. Contact within five minutes and close rates rise sharply; wait a day and most are gone.
Most Canadian service businesses see large seasonal swings. An annual average spread evenly across twelve months will overstate quiet months and understate peaks.
Doubling traffic is expensive and slow. Moving conversion from 1.5% to 3% doubles leads at zero additional media cost, and is usually achievable on the existing site.
A forecast that exceeds what your team can answer is not a plan. Leads that go uncontacted cost exactly as much as leads that close.
Take the rate from your own analytics over the last 90 days. If you do not have it, use the low end of the table above rather than the middle.
Only completed, deliverable submissions count. Spam and partial fills routinely inflate reported lead volume by a fifth or more.
One good month is usually seasonality or a one-off referral. Build the model from a rolling quarter.
Marketing forecasts that stop at the lead hand off the hardest part. Include close rate and sales cycle length or the revenue figure is fiction.
The most useful way to run this calculator is twice: once with your current numbers, and once with a conversion rate one percentage point higher. The gap between the two is almost always larger than what an equivalent increase in ad budget would buy — which is a good argument for spending the next dollar on the landing page rather than the media.
We build and optimize lead-generation funnels for businesses across Canada. No long-term contracts.