CPL and CAC also tell you whether or not you can afford to use a particular tactic to generate leads. If the average lead worth (more on that next!) is only $40 to your business, for example, then you can’t afford to spend $50 to acquire them. Lead Value Now, in order to contextualize what you can actually afford your CPA and CAC numbers to look like, you need to have an understanding of how much value each of those leads holds.
There are several ways you can gauge lead value, but Brian O’Sullivan, our own Head of Growth Marketing, suggests these two: Monthly recurring revenue (MRR) Customer lifetime value (LTV). Both of these estonia consumer email address metrics can help you better understand how valuable the average lead is, and they both allow you to break that value out by channel, campaign, or anything else. For example, you may find that leads who come through a particular lead magnet add more to your MRR and are more valuable over the customer lifetime.
That’s an indicator that you can afford to spend more to acquire those leads and others like them — both at the individual marketing qualified lead (MQL) level and in terms of overall spend for promoting that lead magnet or creating similar marketing assets. The Only Lead Generation KPIs Marketers Really Need If you look around the internet, you can quickly put together a list of dozens upon dozens of marketing and lead generation KPIs to track — but "can" doesn’t, in this case, mean you should.