Dealership Lead & BDC ROI Calculator
Plug in your monthly leads, conversion rates, and gross per unit to see exactly what your dealership marketing is - or could be - returning. Live results, shareable scenarios.
Your Inputs
Your Results (Monthly)
How the math works
Appointments = Leads × Lead-to-Appointment %. Shows = Appointments × Show rate. Units sold = Shows × Close rate. Revenue = Units × (Front + Back gross). Profit = Revenue − Marketing spend. ROI = Profit / Spend × 100.
Industry benchmarks: lead-to-appointment 25 - 45%, show rate 55 - 70%, close rate 35 - 55%, combined front + back gross $2,500 - $4,000 (varies by franchise vs. independent and new vs. used). Adjust to your store's actuals for the most accurate read.
Want help moving these numbers? Compare Live BDC, VIP Lead Center, Marketplace Listing Tool, or browse the automotive marketing glossary.
Frequently Asked Questions
How do I calculate ROI on dealership BDC and lead generation?
Dealership marketing ROI = ((Gross profit from sold units − Total marketing investment) / Total marketing investment) × 100. You need three inputs: monthly leads generated, lead-to-appointment-to-sale conversion rates, and average front + back gross per unit. Multiply leads × show rate × close rate to get units sold, then compare gross profit to spend.
What is a good cost per appointment for car dealerships?
Industry benchmarks place cost per set appointment between $35 and $90 depending on market, channel mix, and lead quality. Cost per shown appointment typically runs 1.6× - 2.2× the cost per set appointment because of no-shows. 7Social Automotive dealerships typically see $25 - $55 cost per set appointment when combining Live BDC with paid social and Marketplace Listing Tool inventory ads.
What is a realistic lead-to-sale close rate for automotive?
Across the U.S. auto industry, internet lead close rates average 8% - 12%. High-performing stores with disciplined BDC follow-up reach 15% - 22%. Show rate on confirmed appointments averages 55% - 70%, and shown-to-sold typically runs 35% - 55%. Multiply the three to get lead-to-sale.
How many leads does a dealership need to sell 30 cars a month?
At a 10% lead-to-sale conversion and 60% show rate, a dealership needs roughly 500 quality leads per month to sell 30 units from marketing-sourced traffic. Improving BDC speed-to-lead and appointment confirmation can cut required lead volume by 30% - 40%.
Is this dealership ROI calculator free?
Yes - the 7Social Automotive ROI calculator is 100% free, requires no signup, and runs entirely in your browser. Results update live as you change inputs. You can share a link to your scenario by clicking the Share button.