Track each journey stage, cost driver, and conversion leak. Model CAC, profit, payback, and return. See where pipeline value grows, leaks, or compounds fastest.
| Example Item | Sample Value | Meaning |
|---|---|---|
| Lead Volume | 12,000 | Top-of-funnel prospects entering campaigns. |
| Lead to MQL | 36% | Portion meeting qualification rules. |
| MQL to SQL | 48% | Sales-accepted qualified demand. |
| SQL to Opportunity | 42% | Pipeline creation efficiency. |
| Opportunity to Customer | 26% | Closed-won performance. |
| Average Order Value | $820.00 | Average initial purchase size. |
| Gross Margin | 62% | Contribution margin before journey costs. |
| Repeat Purchases | 1.8 | Additional orders per retained customer. |
| Retention Rate | 54% | Share staying active in period. |
| Upsell Rate | 28% | Retained users taking upgrades. |
| Upsell Value | $240.00 | Average upgrade revenue. |
| Total Journey Cost | $41,600.00 | Combined spend across media, content, tools, sales, and service. |
Stage volumes: MQLs = Leads × Lead-to-MQL rate. SQLs = MQLs × MQL-to-SQL rate. Opportunities = SQLs × SQL-to-Opportunity rate. Customers = Opportunities × Opportunity-to-Customer rate.
Retention and upsell: Retained Customers = Customers × Retention rate. Upsell Customers = Retained Customers × Upsell rate.
Revenue model: Gross Revenue = Base Revenue + Repeat Revenue + Upsell Revenue.
Base Revenue = Customers × Average Order Value.
Repeat Revenue = Retained Customers × Repeat Purchases × Average Order Value.
Upsell Revenue = Upsell Customers × Upsell Value.
Profitability: Gross Profit = Gross Revenue × Gross Margin.
Total Cost = Ad Spend + Content Cost + Automation Cost + Sales Cost + Service Cost.
Net Profit = Gross Profit − Total Cost.
ROI (%) = (Net Profit ÷ Total Cost) × 100.
ROAS = Gross Revenue ÷ Ad Spend.
CAC = Total Cost ÷ Customers.
Payback Months = Total Cost ÷ Monthly Gross Profit.
It measures how much profit your end-to-end journey creates after all journey costs. It combines funnel conversion, retention, repeat buying, upsell behavior, and operating expense into one profitability view.
Many journeys look weak on first purchase alone. Retention and repeat orders often create the largest value lift, so excluding them can understate real journey returns.
ROAS compares revenue only to ad spend. ROI compares net profit to total journey cost. ROI is broader because it includes sales, service, content, and automation expenses.
Blended LTV per customer is the total modeled journey revenue divided by acquired customers. It includes initial purchases, repeat purchases, and upsell revenue within the chosen period.
Use the period where your retained revenue and upsells reasonably occur, such as 6, 12, or 24 months. This keeps payback timing aligned with your actual business cycle.
Yes. It works for both. SaaS teams can treat order value as subscription revenue, while ecommerce teams can treat it as average order value and repeat purchases per retained buyer.
Leakage shows how many prospects are lost between journey stages. High leakage highlights where process, messaging, qualification, or follow-up may be hurting pipeline value.
Yes. Change one rate or cost line at a time and compare outputs. This makes it useful for testing improved close rates, lower CAC, stronger retention, or larger upsell programs.
Important Note: All the Calculators listed in this site are for educational purpose only and we do not guarentee the accuracy of results. Please do consult with other sources as well.