> ## Documentation Index
> Fetch the complete documentation index at: https://docs.upstackdata.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Cost per Contact: Measure Lead Generation Efficiency

> Track your cost per contact event to measure lead generation efficiency. Calculate average ad spend per contact form submission tracked by Upstack.

<Tip>
  Cost per Contact measures the average ad spend required to generate one contact event, such as a form submission or inquiry.
</Tip>

## Formula

<Info>
  **Cost per Contact** = **Channel Spend** ÷ **Contact Events**
</Info>

### Formula Components

| Metric                                                             | Definition                                                    |
| ------------------------------------------------------------------ | ------------------------------------------------------------- |
| **Channel Spend**                                                  | Total advertising spend across all channels during the period |
| [**Contact Events**](/reference/metrics/funnel/engagement/contact) | Total contact form submissions tracked by the Upstack pixel   |

| Metadata        |                         |
| --------------- | ----------------------- |
| **Type**        | Currency                |
| **Data Source** | [Upstack Pixel](/pixel) |
| **Aggregation** | Ratio                   |

***

## Example

Your e-commerce store spent **\$5,000** on advertising last month and generated **250 contact events** (form submissions, quote requests, etc.).

| Metric               | Value       |
| -------------------- | ----------- |
| Channel Spend        | \$5,000     |
| Contact Events       | 250         |
| **Cost per Contact** | **\$20.00** |

A \$20 cost per contact means each lead inquiry costs \$20 in ad spend to generate.

***

## How It Works

Upstack tracks contact events when visitors submit forms, request quotes, or initiate other contact actions on your site. The pixel captures these events and associates them with the advertising spend that drove the visitor. Cost per Contact divides your total channel spend by the number of contact events to calculate your average acquisition cost per inquiry.

***

## When to Use

| Scenario                             | Action                                                                           |
| ------------------------------------ | -------------------------------------------------------------------------------- |
| Evaluating lead generation campaigns | Compare Cost per Contact across channels to identify most efficient lead sources |
| Budget allocation decisions          | Shift spend toward channels with lower Cost per Contact                          |
| Benchmarking campaign performance    | Track Cost per Contact trends over time to measure optimization efforts          |
| Calculating lead profitability       | Compare Cost per Contact to average lead value to assess ROI                     |

***

## Related Metrics

| Metric                                                               | Relationship                                     |
| -------------------------------------------------------------------- | ------------------------------------------------ |
| [Contact Events](/reference/metrics/funnel/engagement/contact)       | The denominator — total contact form submissions |
| [Contact Value](/reference/metrics/funnel/engagement/contact-value)  | Revenue attributed to contact events             |
| [Cost per Lead](/reference/metrics/funnel/conversions/cost-per-lead) | Similar metric for lead events                   |

[See all Engagement metrics →](/reference/metrics/funnel/engagement)