How many leads do I need to hit my sales target?
Required leads follow from the sales target and lead-to-sale conversion; clicks require one more conversion rate.
Leads = sales ÷ lead-to-sale conversion. Clicks = leads ÷ click-to-lead conversion. Always round up: you cannot plan for 12.4 leads.
What to consider
- Use conversion rates from the same period and channel as the target.
- A zero conversion makes the result unavailable, not infinite.
- Convert revenue into sales using average order value.
What stays the same across scenarios
- A sales or revenue target and average order value.
- Two funnel conversion rates measured on comparable traffic.
What changes or is assumed
- Conversion rates are treated as stable; traffic-quality changes are not modeled.
- Repeat sales to existing customers are excluded from new leads.
Calculation steps
- Convert the goal into sales.
- Divide by lead-to-sale conversion.
- Divide leads by click-to-lead conversion to estimate clicks.
Build the calculation in a calculator
The example also carries: Target type: revenue (revenue / sales / customers).
Illustrative example: Open with an example: revenue ₽900,000, conversion rates 10% and 20%
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Editorial team: MARKMA Editorial Team. Reviewed: .