How to Use Outgrow to Build an ROI Calculator for Leads

The short answer: if sales needs the calculated ROI on the HubSpot contact and not only the lead's email, plan on Outgrow's Business tier at $720 a month, or $600 billed annually, because Freelancer and Essentials send only lead form fields to HubSpot (the HubSpot guide and the pricing page, checked on 26 October 2026); if name, email and company are enough, Essentials at $115 a month, or $95 billed annually, covers it. Work the formula out on paper, start a numerical calculator, add three inputs, build the formula, write the results page, put the lead form in front of the result, switch on the GDPR settings, connect HubSpot, then preview and embed.

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The job: a prospect asks what your product would return for them, and the true answer depends on their own numbers. A calculator asks for those numbers, does the sum in front of them, and puts a lead form between the inputs and the answer. For the product itself and its plan limits, see the Outgrow glossary entry.

Write the formula on paper first:

1. Work one example by hand. For example, a prospect with 500 leads a month, a 4% close rate and $1,200 gross profit per customer gains 500 x 0.04 x 1,200 = $24,000 a month; against a cost of $6,000 a month, the ROI is (24,000 - 6,000) / 6,000 x 100 = 300%. Outgrow's ROI guide uses the same shape: net gain divided by total cost, times 100.
2. Ask only for numbers the buyer already knows. Leads a month, close rate and profit per customer sit in their CRM or their head; an input they would have to look up costs you finished calculations. Your own price is the one figure you supply.
3. Pick the three counts that prove it. Calculations finished, leads captured, and how many of those leads sales accepts.

What you need

• An Outgrow account: the 7-day trial runs on Business with no card, then Freelancer allows 5 content pieces and Essentials unlimited, per the pricing page.
• A HubSpot account with API access, and pop-ups allowed in your browser for the sign-in window.
• Your worked example from the list above, to test the formula against.

Step 1: Start a numerical calculator

Create a new content piece and choose Numerical Calculator, one of the content types in the content types guide. The builder has three parts, the welcome screen, the questions and the results pages, per the builder guide. Give the welcome screen a title that names the benefit.

Step 2: Add the three inputs

Add three questions: a Numeric Slider for leads a month, one for close rate, and a Text Input or slider for gross profit per customer. Mark each as mandatory, and in the Advanced tab set a fallback value, which the builder guide says is used in the result calculation or sent to the CRM. The ROI guide's calculator needs three inputs; yours has no reason to ask more.

Step 3: Build the formula

Open the formula builder and type the expression with the basic operators, as the formulas guide shows: (Q1 x Q2 / 100 x Q3 - C) / C x 100, where C is your monthly price entered as a number. For bands, such as a different price above 1,000 leads, use the if-then-else form ((condition) ? value : other value). When two ranges meet, give the shared endpoint to one range only, using less-than in the first and greater-or-equal in the second, as the guide's in-between section warns.

Step 4: Write the results page

On the results page, insert the result variable and a short description, recall answers such as the prospect's lead volume in the sentence, and add conditional messaging so a negative ROI gets a plain, different message, per the results page guide. Intermediate results that only feed the sum can be switched to Hide From Result Screen. End with a call to action to book a call.

Step 5: Put the lead form in front of the result

Open the lead generation settings from the right-hand bar and place the form before the results, which shows it as a pop-up on the results page, per the lead form guide. Ask for name, work email and company. Email validation can reject personal, disposable and low-deliverability addresses, which keeps Gmail addresses out; decide whether you want that first. A Skip button is optional.

Step 6: Switch on the GDPR settings

In Billings & Settings, under Data Protection, turn on the GDPR toggle: every live piece then shows a cookie notice and every lead form gets a mandatory consent checkbox, per the GDPR guide. Content built before you switched it on needs the checkbox added by hand. Under Data Erasure, set how long leads are kept; the data retention guide offers one to five years and recommends three.

Step 7: Connect HubSpot

In the builder's Configure tab, under Integrations, click Configure on HubSpot, authenticate, choose Contacts or Forms and map the fields, per the HubSpot guide. Test Connection sends a sample record, and a green check means leads will follow. On Business, map the ROI result to a HubSpot number property as well, and if you want Outgrow named as the lead source, add Outgrow as an option in HubSpot's Lead Source field with exactly that spelling, because the match is case-sensitive.

Step 8: Preview, publish and embed

Preview keeps the calculator private and out of search engines, per the pricing FAQ. Enter your worked example (500, 4 and 1,200) and confirm the result reads 300% before you publish. Then, under Configure, Embed On A Webpage, pick an in-page embed or a pop-up, per the embed guide.

The AI draft and the person's check

Outgrow's AI Assistant asks about your goal, audience and format and then builds a content piece you can review and edit, per the AI Assistant guide. Let it draft the questions and results copy. The formula is where a person takes over: someone who knows your pricing checks every operator against the paper example, and nothing is published until the preview returns the same 300%.

What Outgrow's docs warn about

• Loops in nested logic. The Logic Jump guide warns that conditions which contradict each other create a loop and the jump stops working.
• Webhooks on the small plans. Freelancer and Essentials do not include webhooks, per the webhooks guide; the documented alternative is a Zapier zap triggered by each new lead.
• Leads that stop arriving. The HubSpot guide's first fix is Reconfigure, after a password change or a move to another HubSpot account.

Whose numbers sit in the template

Outgrow's ROI guide builds its worked example on Outgrow's own figure, that its calculators raise landing-page conversions by 28% on average, so the template that teaches you the formula also makes the case for buying Outgrow. A vendor using itself as the example is normal; just do not inherit the habit. Every default in your calculator should be a number the prospect typed, and any benchmark you add should link to where it came from, because your prospects will read your calculator the way you should read that template.

FAQ

What if the calculator brings in more leads than my plan allows?

It keeps running. Outgrow's billing FAQ says an add-on is attached to the subscription and you are charged for an extra set of leads; the alternative the pricing FAQ offers is a move to a higher plan.

Can the calculator live on my own domain?

The pricing page lists embedding on every plan and "Embed and Custom Domain" on Business; Outgrow's support centre covers hosting through a CNAME record. On the smaller plans, an in-page embed on your own page does the same job for visitors.

How long does Outgrow keep the leads?

As long as your subscription is active, unless you set automatic erasure after one to five years under Data Protection, per the data retention guide. If the CRM integration is live, the guide notes you can choose not to store lead data on Outgrow's servers at all.