You present your product or brand at an event and are hoping to get prospects or leads that turn into new customers ;
but do you actually know how much that new customer acquisition has cost you ?
Enter total show cost, captured-lead count, qualification rate, and conversion rate. The calculator returns cost-per-raw-lead, cost-per-qualified-lead, and cost-per-closed-deal. Three numbers that move budget decisions.
If your raw lead cost is reasonable but your qualified-lead cost is high, the activation is producing volume but not fit. If your closed-deal cost is high but qualified-lead cost is fine, the follow-up is the failure point.
Try it
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What this calculator answers
What are my three lead-cost numbers — raw, qualified, and closed — and which one is the bottleneck?
How this is calculated
The calculator is fully transparent. The math behind every result is below.
Formulas
cost_per_raw_lead = total_show_cost / captured_lead_count
qualified_leads = captured_lead_count * qualification_rate
cost_per_qualified_lead = total_show_cost / qualified_leads
closed_deals = qualified_leads * conversion_rate
cost_per_closed_deal = total_show_cost / closed_deals
Assumptions
- Total show cost should include the all-in spend (stand, activation, staff, freight, follow-up team time).
- Qualification rate is the share of captured leads that pass internal SQL criteria.
- Conversion rate is qualified-lead-to-closed-deal, not all-leads-to-closed.
Sources
- Internal definitions of ‘qualified’ and ‘closed’ should match the exhibitor’s own — defaults are placeholders.
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