Lead returns calculator
This calculator needs JavaScript. The formula and the worked example on this page show how it works.
Result
Enter a value above 0 in each field.
Formula
Net revenue after returns = price per lead x leads sold x (1 - returnReturnA buyer's request for credit on a lead that fails agreed standards, such as a disconnected number, a duplicate or a lead outside the filters. Glossary rate)
Revenue lost to returns = price per lead x leads sold x return rate
How lead returns reduce seller revenue
A lead return is a lead the buyer sends back for credit because it did not meet the agreed terms, for example a duplicateDuplicateA lead for a consumer the buyer has already received within a set lookback period, from the same source or another one. Glossary or a disconnected phone number. The seller does not keep the revenue from a returned lead. The return rate is the share of sold leads that come back.
Net revenue after returns = price per lead x leads sold x (1 - return rate). Revenue lost to returns = price per lead x leads sold x return rate. The two add up to gross revenue before returns.
Which leads can be returned, the time limit and the proof required are set by the agreement between buyer and seller. At Summit Leads, return terms are agreed during onboarding. Enter the return rate you actually see under your own agreements.
Example (made-up numbers)
1,000 leads sold at $10 per lead: $10 x 1,000 = $10,000.00 gross revenue before returns.
A 10% return rate: $10,000.00 x (1 - 10%) = $9,000.00 net revenue after returns.
Revenue lost to returns: $10,000.00 x 10% = $1,000.00.
How to use the lead return rate calculator
- Enter the price per lead the buyer pays.
- Enter the number of leads sold in the period.
- Enter the return rate as a percentage: leads returned divided by leads sold in the same period. A return rate of 0 is allowed.
- Read net revenue, revenue lost and gross revenue as you type, then use Copy result or Clear inputs.
Measure the return rate after the return windowReturn windowThe period after delivery during which a buyer may submit a return. Glossary has closed. If returns can still arrive for leads sold last week, the rate for that week is not final yet.
How to read the result
Net revenue after returns is what the period earns once credits are applied. Use it, not gross revenue, when you compare sources, buyers or campaigns. Revenue lost to returns shows what returns cost you in the period, which is the amount you can recover by finding and fixing the causes.
To find the causes, sort returns by reason and by sub IDSub IDA value a publisher adds to a tracking link to label the traffic, such as the campaign, ad set, ad or placement. Glossary or traffic source. Duplicates, bad contact details and consumers outside the buyer's filters usually point to different fixes. The why leads get returned guide covers the common reasons.
Buyers see the same returns from the other side. If you buy leads, use the lead cost calculator, whose formula is effective cost per delivered lead = cost per lead x (1 - return rate). This page does not repeat it.
Common lead return mistakes
- Reporting gross revenue as earnings. Gross revenue includes leads that will be credited back. Report net revenue after returns.
- Mixing periods. Returns from one month divided by leads sold in another give a rate that never happened.
- Averaging across buyers. Buyers can have different filters and return terms. Calculate a rate per buyer as well as overall.
- Ignoring the reason codes. A return rate alone does not tell you what to fix. Track the reason for each return.
Embed this calculator
You can add this lead return rate calculator to your own site. Copy the code below and paste it into your page. It loads the calculator in a frame and includes a credit link to this page.
Frequently asked questions
How do you calculate a lead return rate?
Divide the number of leads returned by the number of leads sold in the same period, then multiply by 100. Wait until the return window has closed before you treat the rate as final.
How do returns affect net revenue for a lead seller?
Each returned lead removes its price from revenue. Net revenue after returns is price per lead times leads sold times one minus the return rate.
Who decides which leads can be returned?
The buyer and seller agree it in their contract or onboarding terms. At Summit Leads, return terms are agreed during onboarding.
Related tools
Selling MVA or home improvement leads?
Summit Leads buys leads by ping/post with real-time routing, and return terms are agreed during onboarding. Email us your verticals, volume and how your leads are generated.
Or write to team@summitleads.ai. We reply by email.
What happens next
- Step 1: You email us.
- Step 2: We reply by email.