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How this calculator works
Email subscribers = downloads × email conversion rate. Paying customers = subscribers × paid conversion rate. Gross revenue = paying customers × AOV. Net profit = gross revenue − (production cost + promotion cost × 12). ROI % = (revenue − cost) ÷ cost × 100.
Useful scenarios
- A creator offering a free 'Content Calendar Template' that gets 800 downloads/month, captures 25% to email, and converts 4% of subscribers to a $150 course.
- A solo business owner with a financial checklist that costs $300 to produce plus $150/month in ads — 1,200 downloads, 30% email rate, 3% conversion at $200 AOV.
- A freelancer writing a free 'Pricing Guide' ebook — 500 downloads/month, 40% email capture, 6% paid conversion on a $97 consulting package.
FAQ
What is a good email capture rate for lead magnets?
Industry average is 20–30%. A highly specific lead magnet aimed at a narrow problem typically converts higher (35–50%). A broad lead magnet aimed at a general audience may convert 10–20%.
How long should I track a lead magnet's ROI?
This calculator uses a 12-month timeframe. Some lead magnets keep generating subscribers for years with minimal ongoing promotion. If your magnet is evergreen, the long-term ROI can be much higher than year 1 shows.
What's a realistic paid conversion from email subscribers?
For most creator businesses: 1–5% for low-ticket products ($20–100), 0.5–2% for mid-ticket ($100–500), and 0.1–0.5% for high-ticket ($500+). This depends heavily on list quality, email frequency, and product relevance.