How to Use the Case Study Lead Value Calculator
Case studies are one of the most persuasive content types for prospects deciding whether to buy, but it's hard to feel exactly how much revenue they actually drive. This calculator takes page views, downloads (or CTA clicks), lead conversion rate, customer conversion rate, and average customer value to compute the content's real contributed value.
The calculation multiplies downloads by lead conversion rate to get leads, then multiplies leads by customer conversion rate to get new customers. Multiplying new customers by average customer value (contract value or LTV) gives the total value the case study contributed.
Dividing total value by views gives "value per view," a useful benchmark for comparing content performance or judging whether the cost of producing and promoting the case study was worth it.
Frequently Asked Questions
Lead conversion is calculated from downloads (or CTA clicks). Views are an earlier funnel stage — this calculator separately shows value per view to gauge the content's overall efficiency.
Lead conversion rate is the share of downloaders who submit contact info and become a lead. Customer conversion rate is the share of those leads who become paying customers. The two are multiplied to get final customer count.