How much does each real opportunity actually cost?
Definition
Cost per lead answers a narrow question: how much did each form cost. It says nothing about how many of those forms were a company that could actually buy, at the right size and with the right application. Cost per opportunity and cost per sale answer the question a CFO actually asks, because they only count what moved further down the funnel.
Three divisions, one investment
The calculator below applies three simple divisions to the same investment. Each one narrows the denominator to what actually matters for revenue.
The Three Divisions
For the reasoning behind the first division, see how to calculate cost per industrial lead, and for the full acquisition cost, how to calculate industrial CAC.
Run the math with your own numbers
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What to do once you have the three numbers
A cost per opportunity much higher than the cost per lead usually means the campaign brings volume that does not fit the buyer profile. A cost per sale much higher than the cost per opportunity usually points to a problem after marketing hands the contact over — pricing, follow-up speed or a proposal that does not match the application.
Either way, the diagnosis has to look at the auction, the organic click and the data together, because the leak rarely sits in a single place. That is the map in the Industrial Click Collapse hub, and the media ecosystem diagnosis organizes the answers into a picture of where each real number sits.
FAQ
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Turn this number into a full diagnosis
The cost per opportunity tells you how expensive the problem is. The diagnosis tells you where in the auction, the organic click or the data it comes from.