Lead Value
Also known as: Value per lead
Average deal value multiplied by close rate. Without a measured close rate, a lead count is not a value.
Lead value is what an inquiry is worth in expected revenue: the average value of a closed deal multiplied by the proportion of leads that close, less the cost of producing them.
It varies enormously by source. Leads arriving from comparison and pricing queries close at different rates from leads arriving from definitional content, and averaging them produces a number that is wrong for both.
The normal state of affairs is that nobody knows the close rate, because leads are handed to a client or a sales team and no result comes back. Every number downstream of that gap is a guess presented as a measurement, and it is usually the number a property is being valued on.