Dead-lead calculator
What's sitting in your CRM right now?
Put in your own numbers. These are your assumptions, not our promises. The audit replaces them with real figures from your data.
Illustrative scenario from your inputs. It is not a forecast and not a guarantee. Actual results depend on lead quality, consent status, inventory and how fast your team picks up handed-over leads.
How the numbers work
Quiet leads = leads per month × months of history × share that went quiet. Lead spend sitting unworked = quiet leads × average cost per lead. Potential gross = quiet leads × share that buy × front + back gross per unit.
Calculator questions
Working out what your leads are worth.
Trending in 2026
How do I calculate the value of dead leads in my CRM?
Multiply leads per month by the number of months of history, then by the share that went quiet without buying. That gives your quiet leads. Multiply quiet leads by your average cost per lead to see the lead spend sitting unworked. Multiply quiet leads by the share you expect to buy, then by gross per unit, to see the potential gross profit.
What reactivation rate should I assume?
Start low. Rates depend on lead age, source quality, consent status and inventory, so we don’t quote a number. The calculator lets you test your own assumption, and the pilot measures your real rate against a control group.
What is a typical cost per lead for a car dealership?
It varies widely by source. Website forms, third-party leads, Facebook lead ads and pre-approved finance leads can differ by several times. Use your own blended figure across all sources; the free audit breaks it out by source from your data.
What counts as front and back gross?
Front gross is the profit on the vehicle itself. Back gross is the profit from finance and insurance products such as financing reserve, warranties and protection packages. The calculator uses the total of both per retail unit.
Is the calculator result a forecast?
No. It is an illustrative scenario from your inputs, not a forecast or a guarantee. Actual results depend on lead quality, consent status, inventory and how fast your team picks up handed-over leads.
Free dead-lead audit
You already paid for those leads. Make them pay you back.
Tell us about your store. We'll send a secure upload link for an export of leads aged 30 to 365 days. Within 48 hours you get:
- How many aged leads are likely still in the market
- Lease-end, trade-in and fleet opportunities in the next 90 days
- Which lead sources you're overpaying for
- Which leads you can legally contact, and on which channel
NDA on request. Your data is used only for your audit and deleted afterwards if you don't go ahead.