Enter your data to estimate reach, costs and payback. Open each calculation to review its formula and assumptions.
Who sees the message and how they respond
Estimate impressions and audience from CPM and average frequency
Impressions = budget ÷ CPM × 1,000. Reach = impressions ÷ average frequency.
An estimate within one campaign. Combining platforms also requires audience deduplication.
Compare engagement and follows against reach
ERR = interactions ÷ reach × 100%. Follow rate = new followers ÷ reach × 100%.
Interactions are not unique people. Compare matching formats and periods, and attribute follows to the measured content.
How ad spend translates into leads and purchases
Work backwards from customers to leads, clicks and spend
Leads = customers ÷ lead-to-customer rate. Clicks = leads ÷ click-to-lead rate. Spend = clicks × CPC.
The scenario holds CPC and conversion rates constant. Re-estimate them from actual data when spend grows.
Compare click, lead and new-customer costs in one funnel
Stage cost = ad spend ÷ actions at that stage. Conversion = customers ÷ clicks × 100%.
Use one cohort and a consistent attribution window. Full CAC also includes team, tools and sales costs.
Where people lose product value and what brings them back
See what share of a cohort returned in the chosen period
Retention = returning users from the original cohort ÷ cohort size × 100%.
Define the return event and interval: day, week or month. Missing one interval does not imply permanent churn.
Estimate additional purchases and margin after campaign costs
Customers = segment × incremental conversion. Contribution = customers × revenue per customer × margin − campaign costs.
Estimate incremental conversion against a holdout. Purchases after a message alone do not establish campaign impact.
What remains after costs and when a launch pays back
Separate revenue from margin and include campaign delivery costs
Contribution = revenue × margin − ads − team and tools. ROMI = contribution ÷ total marketing costs × 100%. ROAS = revenue ÷ ad spend.
Use one cohort over an agreed period. This is marketing contribution after the entered costs; business profit requires all business costs.
Check investment payback under a constant monthly cash-flow scenario
Monthly surplus = customers × revenue per customer × margin − ads − other costs. Payback = initial investment ÷ positive monthly surplus.
Payback requires positive cash flow. The scenario holds months constant and excludes seasonality, growth and the time value of money.
Enter every amount in one currency. Changing the currency changes the label, without an exchange-rate conversion.