Lead Cost Report
Measure marketing ROI by calculating cost-per-lead and cost-per-win for each lead source.
Accessing the Report
Reports > Marketing > Lead Cost Report
What the Report Shows
Each row is a lead source. The report aggregates:
- Total Leads — projects (of type "Project") whose source is this source
- Total Cost — sum of all marketing invoice line items tagged to this source
- Cost per Lead — total cost ÷ total leads (blank if no leads)
- Won Projects — leads that reached the Won stage
- Cost per Win — total cost ÷ won projects (blank if no wins)
Filters
- Project Created From / To — restricts leads to those created in this date range. Also restricts which marketing invoices count toward cost (by invoice date). Defaults to the start of the current year through today.
- Division — restricts the report to a single opportunity type. Line items tagged with a specific division appear only when that division is selected.
Columns
Click the Columns button to choose which columns appear. Six columns are shown by default: Source, Total Leads, Total Cost, Cost / Lead, Won Projects, and Cost / Win.
Four optional columns can be added from the same menu:
- 1st Appts and Cost / 1st Appt — count of non-cancelled first-appointment activities per source, and total cost divided by that count.
- Presentations and Cost / Presentation — count of non-cancelled presentation activities per source, and total cost divided by that count.
Your column choices are remembered in your browser between visits.
Source Categories
If a source has a parent (source categories), the report groups its children beneath a header row for the parent. The header row shows the parent's rolled-up totals (total leads, total cost, cost per lead, etc.) across all of its child sources. Child rows render beneath the header with the usual per-source metrics. Top-level sources that are not themselves categories appear in an Uncategorized group at the bottom.
Exporting
Click Export CSV to download the currently visible columns for all rows. Group header rows export first in each group, followed by their child sources indented with four leading spaces in the Source column.
How Math Handles Zero Values
| Scenario | Behavior |
|---|---|
| Source has cost but zero leads | Cost per Lead shows blank (—) |
| Source has cost but zero wins | Cost per Win shows blank (—) |
| Source has leads but no marketing invoice | Total Cost is $0, Cost per Lead is $0 |