Marketing calculators

CPC, CPL, CAC, LTV, ROMI and ad cost ratio for one campaign

Unfolds the funnel from clicks to profit and shows the maximum customer acquisition cost above which advertising runs at a loss. Calculated before the launch, not after the budget is gone.

What one acquired customer really costs

Calculates customer acquisition cost from all the money spent acquiring customers — not just ad spend, but sales and marketing salaries too. This is the figure you compare against LTV to see whether acquisition pays off at all.

How much profit a customer brings over their whole time with you

Calculates customer lifetime value (LTV) from average order value, margin, purchase frequency and how many years a customer typically stays. The key figure to compare against acquisition cost — without it, an ad budget is picked blind.

How much revenue each dollar of ad spend brings in

Calculates ROAS (Return on Ad Spend) — the ratio of ad-driven revenue to ad spend — and the profit from an ad campaign.

How much an average user pays

Calculates ARPU (Average Revenue Per User) — average revenue per user over a period — from revenue and active user count.

What 1,000 ad impressions cost

Calculates CPM (Cost Per Mille) — the cost of 1,000 ad impressions — from ad spend and impression count.

What one target action costs

Calculates CPA (Cost Per Action) — the cost of one target action, such as a purchase, lead or install — from ad spend and the number of actions.

What share of customers left over the period

Calculates the customer churn rate from the number of customers at the start of a period and how many left, plus the implied average customer lifespan.

How much a customer spends per order on average

Calculates average order value (AOV) — revenue divided by the number of orders over a period.

Whether marketing paid off in profit, not just revenue

Calculates ROMI (Return on Marketing Investment) — the return on marketing spend based on the profit it generated, not revenue.

How many times a customer buys per period on average

Calculates purchase frequency — the average number of orders per unique customer over a period.

How willing customers are to recommend the company

Calculates the Net Promoter Score (NPS) from the number of promoters, detractors and total survey respondents.

Whether a customer's lifetime value clears the cost of acquiring them

Calculates the LTV to CAC ratio — how many times a customer's lifetime value exceeds the cost of acquiring them.

What share of visitors complete a target action

Calculates site conversion rate — the share of visitors who completed a target action: a purchase, a lead, a signup.

What one ad click costs

Calculates CPC (Cost Per Click) — the cost of one ad click — from ad spend and click count.

What one lead costs

Calculates CPL (Cost Per Lead) — the cost of one lead — from ad spend and the number of leads generated.

How much an average paying user spends

Calculates ARPPU (Average Revenue Per Paying User) from revenue and the number of paying users over a period.

What share of emails got opened

Calculates the open rate — the share of delivered emails in a campaign that were opened.

What share of recipients and openers clicked a link

Calculates click rate — the share of delivered emails that were clicked — and click-to-open rate — the share of clicks among those who opened.

What share of followers interact with content

Calculates the engagement rate — the share of followers who liked, commented on, or shared a post.

What slice of the market a company holds

Calculates market share — the ratio of a company's sales to total market sales.

What share of category visibility a brand holds

Calculates Share of Voice — a brand's share of total category visibility, by mentions, reach or ad spend.

Is the difference between variants real or just noise

Calculates the statistical significance of an A/B test from conversions and visitors in the control and variant groups — a z-score, p-value and confidence level.

How much a campaign actually changed the result

Calculates uplift — the gain in a metric attributable to a campaign compared to a baseline without it.

How many times each person saw the ad on average

Calculates the average ad frequency per person from the number of impressions and reach.

What one watched video view costs

Calculates CPV (Cost Per View) — the cost of one video ad view — from ad spend and view count.

What share of followers see content without promotion

Calculates organic reach — the share of followers a post reached without paid promotion.

How many visitors each variant needs before you can trust the result

Calculates the required sample size per variant for an A/B test from the baseline conversion rate and the minimum effect you need to detect.

How much revenue every dollar of ad spend brought in

Calculates ad campaign ROI — the return on the budget spent, in revenue — from ad spend and the revenue it generated.

The most you can spend acquiring a customer

Calculates the maximum acceptable CAC from customer LTV and a target LTV/CAC ratio.

How many months it takes to recoup customer acquisition cost

Calculates CAC payback period — how many months of gross profit from a customer it takes to cover their acquisition cost.

What it costs to bring an existing customer back for another purchase

Calculates the cost of a repeat purchase, from retention spend and the number of customers who made a repeat purchase.

How much to budget for ads to stay within a target CAC

Calculates the ad budget from a target customer acquisition cost and a planned number of customers.

How many leads and how much budget a sales plan needs

Calculates the required number of leads and ad budget from a sales plan, lead-to-sale conversion rate, and cost per lead.

How much you can spend on ads without losing money

Calculates an ad campaign's break-even point — the maximum ad spend without a loss — from expected revenue and gross margin.

Impressions and reach across several ad channels at once

Calculates impressions and blended CPM across several ad channels at once, from each channel's budget and CPM.

How many impressions fit within a frequency limit

Calculates the maximum number of impressions at a given reach and per-user frequency limit.

How much budget it takes to hit a lead target with clicks

Calculates a PPC advertising budget from a lead target, site conversion rate, and cost per click.

How much budget it takes to reach a target on social

Calculates a social ads budget from a target reach and CPM.

How much budget it takes to hit an audience the right number of times

Calculates a remarketing budget from audience size, target impression frequency, and CPM.

What one new follower costs

Calculates the cost of acquiring one follower from promotion spend and the number of new followers.

What one engagement with a post costs

Calculates the cost of one engagement (like, comment, share, save) from promotion spend and the number of engagements.

Compare CPL across several traffic channels at once

Calculates cost per lead for each ad channel and the blended cost per lead across all channels together.

What share of landing page visitors take the target action

Calculates landing page conversion — the share of visitors who took the target action — from traffic and the number of conversions.

Conversion between every funnel stage at once

Calculates conversion between sales funnel stages and overall conversion from the first stage to the last.

How many visitors it takes to hit a lead target

Calculates the traffic needed to hit a lead plan, from the lead target and site conversion rate.

How many leads it takes to hit a sales plan

Calculates the number of leads needed to hit a sales plan, from the sales target and lead-to-sale conversion rate.

How many extra sales a higher conversion rate brings

Calculates the sales uplift from a higher site conversion rate at constant traffic, from the old and new conversion rates.

What share of customers stay with you

Calculates customer Retention Rate — the share of customers who stayed with the company over a period — from the customer count at the start, end, and new customers.

LTV of different customer cohorts side by side

Calculates LTV per customer for each cohort and the blended LTV across all cohorts at once.

How much revenue a newsletter brought per dollar spent

Calculates an email newsletter's ROI from its cost and the revenue it generated.

The return on an automated email sequence and revenue per conversion

Calculates the ROI of an email automation funnel and revenue per conversion, from its cost, number of conversions, and the revenue from them.

What share of recipients made a purchase

Calculates email conversion — the share of recipients who took the target action — from the number of emails sent and conversions.

Is your investment in content paying off

Calculates content marketing ROI from content production and promotion costs and the revenue it generated.

What one piece of content costs to make

Calculates the cost of producing one piece of content from total content plan spend and the number of pieces produced.

The full monthly cost of running social media

Calculates the full monthly cost of SMM from a specialist's cost, tools cost, and ad budget.

What's cheaper — an in-house specialist or an agency

Compares the monthly cost of an in-house SMM specialist against an agency's fee.

How much budget it takes for a series of influencer posts

Calculates an influencer marketing budget from the number of posts and the average cost per post.

The cost of a thousand impressions from a specific influencer

Calculates an influencer post's CPM — cost per thousand impressions — from the post's cost and reach.

Are referral rewards paying off

Calculates a referral program's ROI from rewards paid out and the revenue from customers brought in by referrals.

Is spending on keeping repeat customers paying off

Calculates a loyalty program's ROI from its cost and the incremental revenue it generated from participants.

What a customer from a marketplace channel costs

Calculates customer acquisition cost through a marketplace from total fees and promotion spend and the number of new customers.

NPS of different customer groups side by side

Calculates NPS separately for each customer segment, from the number of respondents, promoters and detractors in each.

How easy it is for customers to get things done with you

Calculates CES (Customer Effort Score) — the average effort score — from a survey's total score sum and number of responses.

How much brand awareness grew after a campaign

Calculates brand awareness lift from awareness levels before and after a campaign.

By how many percent variant B beat variant A

Calculates the uplift between A/B test variants from the control and test group conversion rates.

How strongly demand reacts to a price change

Calculates price elasticity of demand using the arc (midpoint) elasticity formula, from quantity and price before and after a change.

The profit-maximizing price at a known demand elasticity

Calculates the optimal (profit-maximizing) price using the monopoly markup rule, from marginal cost and demand elasticity.