Lead volume
Count every new inquiry once.
Deduplicate forms, calls, emails, messages, referrals, and ad leads before applying a rate.
Free interactive tool · Local services
Missed Lead Revenue Calculator for Local Service Businesses
Estimate how much monthly revenue and gross profit may be exposed when inbound calls, forms, emails, and messages receive no useful response.
Uses your numbers No signup Nothing saved
Your scenario
Put a number on the lead-response gap.
Replace the example values with your own monthly data. Nothing is submitted or saved.
01 · Transparent method
How the missed lead revenue formula works
The calculator does not use an industry benchmark. It applies your own response gap, close rate, job value, and margin to your monthly lead volume.
Step 1
Missed leads = monthly leads × missed-lead rate
This estimates how many inbound inquiries receive no useful response or follow-up.
Step 2
Jobs at risk = missed leads × expected close rate
Use the close rate for comparable inbound opportunities—not every name in your database.
Step 3
Revenue at risk = jobs at risk × average booked-job revenue
This is top-line revenue associated with the scenario, before direct delivery costs.
Step 4
Gross profit at risk = revenue at risk × gross margin
Gross profit is often more useful than revenue when you compare the gap with the cost of fixing it.
02 · Better inputs
How to find your numbers
A useful estimate starts with one consistent period and one clear definition of a missed lead. Pull the inputs from operating records rather than memory.
Missed rate
Define “unworked” first.
Choose a rule such as no useful response within your target window, then audit a representative sample.
Close rate
Match the same lead cohort.
Divide won jobs by comparable qualified leads. Do not mix existing-customer work with new inbound demand.
Job revenue
Use collected revenue.
Average completed, paid jobs for the same service mix instead of using your largest possible ticket.
Gross margin
Exclude direct delivery costs.
Use revenue minus direct labor, materials, and other job-level costs, divided by revenue.
03 · From estimate to evidence
Measure the leak before you buy more leads.
The calculator identifies a scenario worth investigating. A response audit shows whether the gap is real, where it starts, and which workflow change is most likely to reduce it.
- 01Export one month of inbound leads across every channel.
- 02Mark first useful response time, follow-up activity, and outcome.
- 03Separate business-hours, after-hours, urgent, and out-of-area inquiries.
- 04Fix capture, routing, response, and follow-up gaps before increasing spend.
04 · Questions
Missed lead calculator FAQ
What counts as a missed or unworked lead?
Use one rule your team can audit consistently. A practical definition is an inbound inquiry that received no useful response or follow-up within the response window your business set for that channel and service type.
How accurate is the missed lead revenue estimate?
The result is only as reliable as the inputs. It is a scenario estimate, not a forecast. Compare a low, expected, and high case, then replace assumptions with response-time, close-rate, job-revenue, and margin data from the same lead cohort.
Should I focus on revenue at risk or gross profit at risk?
Use revenue at risk to understand the size of the sales opportunity. Use gross profit at risk when comparing the potential benefit with the operating cost of improving response and follow-up.
Which close rate should I enter?
Use the won-job rate for comparable new inbound leads over a consistent period. Exclude existing-customer work, out-of-area inquiries, spam, and lead types that do not match the service mix used for average job revenue.
Does Inqari save the numbers I enter?
No. The calculator runs in your browser and does not submit or save the values you enter. If you request a lead audit separately, only the information you choose to submit through that form is sent.
Free 20-minute lead audit
Replace the estimate with your actual response data.
We map your lead sources, response windows, after-hours gaps, and follow-up handoffs—then identify the fastest operational fix.
Book your lead audit