MQL Calculator
Turn traffic and conversion rates into MQL volume and cost per MQL.
You're generating 200 MQLs/month at $750each. If sales is rejecting a meaningful share of these, the fix usually isn't more MQL volume, it's tightening the lead → MQL threshold so what crosses it is actually sales-ready.
Sales rejecting MQLs at scale? Use the MQL to SQL Disconnect Analyzer to size what that's actually costing you.
About this calculator
Before diagnosing why sales rejects MQLs or why cost per lead looks high, you need the base math: how many MQLs does your traffic actually produce, and what does each one cost. This calculator turns website visitors, your visitor-to-lead rate, and your lead-to-MQL rate into monthly lead and MQL volume, plus cost per lead and cost per MQL from your spend.
How to use it
- Enter monthly website visitors and your visitor → lead conversion rate.
- Enter your lead → MQL rate, the share of leads that clear whatever threshold your team uses to call a lead marketing-qualified.
- Enter monthly marketing spend for the period.
- Read monthly leads, monthly MQLs, cost per lead, and cost per MQL.
Methodology
Leads per month is visitors × visitor-to-lead conversion rate. MQLs per month is leads × lead-to-MQL rate, a straight two-stage funnel calculation.
Cost per lead is total spend ÷ leads. Cost per MQL is total spend ÷ MQLs. Both use the same spend figure, so cost per MQL will always be higher than cost per lead whenever the lead-to-MQL rate is under 100%.
This calculator assumes spend is fully attributable to the traffic and leads entered, if your spend figure covers channels or activity that didn't drive this specific visitor volume, cost per lead and cost per MQL will be inflated.
It doesn't account for what happens after the MQL stage. Volume and cost here say nothing about whether sales actually accepts and converts those MQLs, that's a separate question this tool deliberately doesn't answer.
FAQ
It varies widely by traffic quality and offer, but 1-3% is a common range for organic and paid B2B traffic converting to a form fill or gated content download. High-intent bottom-of-funnel traffic converts much higher; broad top-of-funnel content traffic converts much lower.
Not necessarily, cost per MQL only tells you what a qualified lead costs to generate, not whether it's worth it. Compare cost per MQL against your average deal value and sales-accept rate before concluding the number is a problem.
That's a separate, more diagnostic question, this tool only computes volume and cost, not disconnect between marketing's MQL definition and what sales considers sales-ready. Use the MQL to SQL Disconnect Analyzer once you know your MQL volume and want to size what rejected leads are actually costing.
Usually, yes, if sales is rejecting a meaningful share of MQLs, the fix is typically a tighter lead-to-MQL threshold rather than more raw lead volume. Fewer, better-qualified MQLs at a slightly higher cost per MQL often produce more revenue than a larger volume of loosely qualified ones.