/en/calc/cpl/ works Runs in your browser
Three modes: calculate CPL from spend and leads, estimate how many leads a budget will generate at a target cost, and calculate the maximum CPL from revenue per customer. Shows CPQL, CPA, and maximum cost per click, and compares channels with each other and with market benchmarks. Runs in your browser; your numbers never leave it.
Change the numbers on the left—the result on the right recalculates as you type.
CPL — cost per lead
—$
The horizontal axis shows the lead price; the vertical axis shows channel profit at the same spend. The curve crosses zero exactly at the maximum CPL: to the left of the mark, the channel earns money; to the right, it loses money.
channel profit your CPL — limit —
Your browser does the calculation. No numbers or results are sent anywhere: you can verify this in the developer tools—after the requests load, there are no more. The calculation link is assembled by the same browser and puts the field values into the address bar.
Make decisions by looking at five sources at once, not just one. Enter the spend, leads, and conversion to sale for each channel—the table will show CPL, cost per sale, and ROI, calculate the overall CPL across all channels, and identify the one dragging down the averages. Revenue per sale and currency come from the calculation above.
| Channel | Spend | Leads | Conversion to sale, % | CPL | CPA | Profit | ROI |
|---|---|---|---|---|---|---|---|
| All channels | — | — | — | — | — | — | — |
Your own number means nothing until you have something to compare it with. Select a channel and niche—the tool will highlight the relevant cell and tell you where you stand relative to the range. The benchmarks were compiled manually from public case studies and agency reports, updated in August 2026, and are given in rubles per lead. This is a rough framework, not a standard: variation within one niche can be several times larger.
Select a channel and niche
| Channel | E-commerce | B2B | Services | Real estate | Automotive | Education |
|---|---|---|---|---|---|---|
| Yandex Direct, search | 400–1 200 | 2 000–6 000 | 700–2 500 | 2 500–8 000 | 1 500–5 000 | 800–2 500 |
| Yandex RSYA | 250–800 | 1 200–4 000 | 400–1 500 | 1 500–5 000 | 900–3 000 | 500–1 600 |
| VK Ads | 200–700 | 1 000–3 500 | 350–1 300 | 1 200–4 000 | 800–2 600 | 400–1 400 |
| Telegram Ads | 300–1 000 | 1 500–5 000 | 500–1 800 | 1 800–6 000 | 1 000–3 500 | 600–2 000 |
| Avito | 150–600 | 900–3 000 | 250–1 000 | 900–3 000 | 500–1 800 | 400–1 300 |
| Google Ads | 350–1 100 | 1 800–5 500 | 600–2 200 | 2 200–7 000 | 1 300–4 500 | 700–2 200 |
Google Ads has not shown ads in Russia since 2022: this row is for those buying ads in international markets and for comparing orders of magnitude. The ranges represent the middle of the distribution, not the extremes: in a narrow B2B niche, a lead can cost as much as fifteen thousand.
Calculate one channel for one period at a time. Average CPL across all sources at once is a number that does not support a single decision; use the channel table below to compare sources.
Count as a lead anything that reaches the sales team. Then separate out the qualified leads: the qualification rate and CPQL are the answer to the debate about cheap leads that nobody buys.
Enter margin, not average order value, as revenue per sale: advertising is not paid for out of the order value; cost of goods is deducted first.
Enter clicks and impressions to see CPC, maximum CPC, and the required CTR. It is maximum CPC that you set in the ad platform, not maximum CPL.
The “Lead forecast” mode shows how many leads a budget will generate at the target price and what budget you need to meet the plan. The “Maximum CPL” mode calculates the price ceiling from lifetime customer revenue and gross margin.
Compare your CPL with the benchmark table, then click “Calculation link” — the entire set of figures will be placed in the address bar, and you can forward the calculation in a conversation.
CPL = Spend ÷ Leads Maximum CPL = Revenue per sale × Qualification rate × Sales conversion rate Maximum CPC = Maximum CPL × Click-to-lead conversion rate
Two steps separate CPL and CPA: qualification and the sales team's work. You pay for leads but make a living from sales, so you need to look at all three together — CPL, CPQL, and CPA. The maximum price is the same limit at every stage; it is simply recalculated for different funnel stages.
The input data is the same as the default field values: you can calculate it mentally and confirm that the tool is telling the truth.
CPL: 400 000 ÷ 200 = 2 000 ₽. CPC: 400 000 ÷ 4 000 = 100 ₽. Click-to-lead conversion rate: 200 ÷ 4 000 = 5%.
Qualified leads: 200 × 50% = 100. CPQL: 400 000 ÷ 100 = 4 000 ₽.
Sales: 100 × 40% = 40. Cost per sale: 400 000 ÷ 40 = 10 000 ₽.
Revenue: 40 × 20 000 = 800 000 ₽. Profit: 800 000 − 400 000 = 400 000 ₽. ROI: 100%.
Maximum CPL: 20 000 × 50% × 40% = 4 000 ₽. Maximum CPC: 4 000 × 5% = 200 ₽.
CPM: 400 000 ÷ 200 000 × 1 000 = 2 000 ₽. Required CTR: 2 000 ÷ (200 × 10) = 1%, while the actual rate is 2%.
A lead costs 2 000 ₽ against a limit of 4 000 ₽ — a twofold margin. The click bid can be raised to 200 ₽ from the current 100 ₽. The channel breaks even at 100 leads: 400 000 ÷ 4 000.
CPL is the cost of any lead, CPQL is the cost of a lead worth working with, and CPA is the cost of a sale. Two filters separate them: qualification and the sales team's conversion rate. With a 50% qualification rate and a 40% conversion rate, a sale costs five times more than a lead. You pay for leads but make a living from sales, so you need to look at all three.
Because the bid in the ad platform is set per click, not per lead. Maximum CPL is the limit you can reach; maximum CPC is the same limit recalculated through the click-to-lead conversion rate. With a maximum CPL of 4 000 ₽ and a 5% click-to-lead conversion rate, a click must not cost more than 200 ₽ — that is the bid you set.
The auction's click price is tied to the cost per thousand impressions through CTR: CPC = CPM ÷ (CTR × 10). If you know the platform's CPM and your maximum CPC, you can calculate the minimum CTR at which the click stays within the limit. Below that CTR, buying on a CPM basis stops paying off, no matter how good the landing page is.
A lead is something that reaches the sales team: a completed form, a call, or an email. A qualified lead is one that passes the initial check: it fits the budget, region, and task. Button clicks and abandoned forms do not count as leads; otherwise, CPL will look good while the cost per sale stays the same. If you do not qualify leads, set the qualification rate to 100% — the calculation will reduce to the original CPL and CPA pair.
Because it is not the lead but the sale that pays off. Out of 100 leads, with a 50% qualification rate and a 40% conversion rate, 20 become paying customers, and their margin has to cover all 100 leads. That is where the limit comes from: revenue per sale multiplied by both conversion rates.
Not necessarily. If the qualification rate or sales conversion rate grew along with it, the cost per sale may have fallen. Look at the CPL and CPA together: cheap leads that do not buy cost more than expensive ones. That is exactly why the channel table has its own conversion column — it shows which source produces a low CPL and a high CPA.
Use it as a benchmark, not a standard. The figures were collected manually from public case studies and agency reports, are shown in rubles, and are updated manually — no one publishes precise market statistics. Within one niche, the range can easily be three or four times: a lead for a one-bedroom apartment outside the city and a lead for a house costing 100 million ₽ have different prices. Use these figures to understand the general range, but make decisions based on your own maximum CPL.
No. The calculation runs entirely in the browser: after loading, the page makes no requests, which you can see in the Network tab of the developer tools. The “Calculation link” button also works on the device — it puts the field values into the address bar. The link is not sent anywhere unless you send it yourself.