How to calculate cost per lead at events
Cost per lead turns a large, hard-to-judge event bill into a single figure you can compare against your other lead sources.
The formula
Cost per lead = total investment ÷ leads captured
What to include in the total
Use the full cost of attending, not just the stand. That means space and sponsorship, stand build, staff time for the days out, travel, accommodation, meals, pre-event marketing, printed materials and giveaways. Leaving costs out makes the figure look better than it is and breaks any comparison with your digital channels.
Define a lead before you count
Agree the definition with sales in advance. A lead is normally a contact you have permission and enough detail to follow up. If your definition drifts between events, your cost per lead cannot be compared across them.
Example calculation
- Total investment
- £18,500
- Leads captured
- 247
- Cost per lead
- £74.90
- Qualified leads
- 88
- Cost per qualified lead
- £210.23
- Opportunities created
- 31
- Cost per opportunity
- £596.77
Illustrative figures only, not a benchmark or a typical result.
Go further than cost per lead
Cost per lead on its own says nothing about quality. Track cost per qualified lead, cost per opportunity and cost per customer alongside it. An event with a high cost per lead but a low cost per customer may well be your strongest channel.
Common questions
Cost per lead equals total investment divided by the number of leads captured.
Work out your own cost per lead
Enter your event costs and lead numbers to see cost per lead, cost per qualified lead and cost per opportunity instantly.
Calculate your cost per leadRelated: how to calculate trade show ROI and exhibition break-even customers.