Maximum affordable CPC
Follow the target from customer to lead to click. The result uses your click-to-lead and lead-to-customer rates, so each funnel stage stays explicit.
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Result
Worked example
This example uses the same calculation as the form. Enter your values and select “Calculate” to see your result.
Example inputs
- Average order value: 5000
- Variable costs: 2000
- Taxes and fees: 500
- Purchases per customer: 3
- Calculation horizon: Customer lifetime
- Allowed margin share for acquisition: 40
- Lead-to-customer conversion rate: 20
- Click-to-lead conversion rate: 5
Example result
- Customer contribution LTV: RUB 7,500
- Target CPL: RUB 600
- Target CPC: RUB 30
- The target CPC follows the target CAC through both stated funnel conversion rates.
- A zero conversion at either stage prevents that threshold from being calculated.
- CPC is derived from target CPL and click-to-lead conversion using the same precision as the calculation step.
- The horizon is explicit: one purchase or N customer purchases. These values are not mixed.
Formulas and units
targetCPL = targetCAC × leadToSaleCR— Target cost per lead at the stated lead-to-customer conversion.targetCPC = targetCPL × clickToLeadCR— Target cost per click at the stated click-to-lead conversion.
Values are rounded for display only; enter percentages on a 0–100 scale. See the methodology.
Formula version: 1.0
Checked 2026-09-26.