Calculate the cost per lead of your Instagram and Facebook ads, then check it against what a lead is worth to you: the share of leads who buy, what you earn per sale and your margin. For creators and AI persona pages that collect sign-ups, form fills or keyword comments.
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A lead is anyone who asked for more: a form, a sign-up, or a comment with your keyword. Earned per sale is your price or your affiliate commission. Leave margin empty to count the whole amount.
Math on the numbers you type. Nothing leaves your browser.
Type what you spent and how many leads it brought.
Add the share of leads who buy, what you earn per sale and your margin, from your own past results.
Compare your cost per lead with the most a lead is worth. Below it, the leads pay for themselves.
Worked example, made-up numbers: $180 of ads brings 60 leads, so the cost per lead is $3. 5% of leads buy a $40 product at a 90% margin, so a lead is worth 0.05 × $40 × 0.9 = $1.80. Each lead costs $1.20 more than it brings. Each customer costs $3 ÷ 0.05 = $60 in ads, for a sale that leaves $36.
You can fix it from either side: a lower cost per lead, more leads who buy, or more earned per sale.
Someone who comments a keyword to get your link has asked for it, like someone who fills in a form. On a comment-to-DM post, each keyword comment is a lead. The share of them who buy is your lead-to-customer rate.
If you pay to promote that post, its cost per lead is what you spent ÷ the keyword comments it got.
Comment leads aren’t form leads. You get a DM conversation, not an email address, and Meta allows one DM per comment, only within 7 days of it. Measure each kind of lead on its own.
Give every comment lead your link straight away: send it by DM to everyone who comments your keyword on Instagram or a Facebook Page. How comment-to-DM works →
Any cost per lead below what a lead is worth to you. That limit comes from your own numbers: the share of leads who buy, what you earn per sale and your margin. Two sellers can have very different limits for the same kind of lead.
Divide customers by leads over the same period, then multiply by 100. If 12 of 300 leads bought, that is 4%. Pick a period long enough to include people who buy a few days later.
Cost per lead counts everyone who showed interest. Cost per acquisition (CPA), or cost per customer, counts only those who bought. If 5% of leads buy, cost per customer is 20 times the cost per lead.
Find the most you can pay per customer →Yes, if it asks for your link, like a keyword comment on a comment-to-DM post. A plain comment or like is not a lead: the person didn’t ask for anything.
Estimate your comment-to-DM funnel →
