Maximum affordable CPL
Set unit economics, the acquisition share, and lead conversion to see how much a lead can cost while staying within your CAC target.
Check your input
This is the previous result. Update the inputs and select “Calculate” again.
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
Example result
- Customer contribution LTV: RUB 7,500
- Target CAC: RUB 3,000
- Target CPL: RUB 600
- The target CPL follows from target CAC multiplied by lead-to-customer conversion.
- A zero conversion rate makes the corresponding cost threshold unavailable.
- CPL is derived from target CAC and lead-to-customer conversion, not from market averages.
- The horizon is explicit: one purchase or N customer purchases. These values are not mixed.
Formulas and units
targetCAC = LTVc × S— Target CAC at the allowed contribution share S.targetCPL = targetCAC × leadToSaleCR— Target cost per lead at the stated lead-to-customer 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.