Compare the cost of leads and new customers with the contribution each sale brings. Start with appointment history, service durations and supply costs. Each example below uses hypothetical values you can replace.
Which calculator should you use?
| Tool | What it answers | What to check |
|---|---|---|
| Customer Acquisition Cost | Measure combined sales and marketing cost per new customer. | A media-only cost per acquisition excludes proposal and selling work. Report the included cost categories so comparisons remain meaningful. |
| Expected Contribution per Lead | Estimate first-sale contribution expected from a lead. | Expected contribution is a ceiling before overhead and desired profit, not a recommended bid. Averages can hide low-quality leads. |
These tools answer different questions and may use different units. Choose the tool that measures what you need; a larger result does not necessarily mean a better outcome.
Customer Acquisition Cost
Measure combined sales and marketing cost per new customer.
CAC = (marketing + sales costs) / new customers
Show example inputs and result
| Marketing spend | 3,000 |
|---|---|
| Sales labour and software | 1,000 |
| New paying customers | 20 |
Result: 200 per customer.
A media-only cost per acquisition excludes proposal and selling work. Report the included cost categories so comparisons remain meaningful.
Open customer acquisition costExpected Contribution per Lead
Estimate first-sale contribution expected from a lead.
Lead value = close rate × (sale revenue − variable cost)
Show example inputs and result
| Lead-to-sale rate | 20 % |
|---|---|
| Average first appointment revenue | 1,000 |
| Variable first-sale cost | 650 |
Result: 70 per lead.
Expected contribution is a ceiling before overhead and desired profit, not a recommended bid. Averages can hide low-quality leads.
Open expected contribution per leadUse the results in your plan
For a optometry practice business, review staff time, equipment, and admin work across the complete workflow. Use one consistent period and delivery unit: a appointment. Compare the assumptions with recorded outcomes after delivery, then update the estimate.
Explore all relevant optometry practice calculators