Calculator Inputs
Example Data Table
| Channel | Impressions | CTR % | Landing % | Lead to MQL % | Opportunity to Customer % | Total Spend |
|---|---|---|---|---|---|---|
| Paid Search | 120,000 | 3.40 | 21.00 | 46.00 | 26.00 | $5,200 |
| LinkedIn Ads | 75,000 | 1.80 | 16.00 | 39.00 | 20.00 | $3,900 |
| Email Nurture | 55,000 | 4.20 | 24.00 | 51.00 | 29.00 | $2,700 |
Formula Used
Use decimal-friendly percentages in the form. The calculator converts each rate from percentage to proportion during computation.
How to Use This Calculator
- Enter the campaign impressions expected across your selected period.
- Add stage conversion rates from click through customer close.
- Fill in average deal value, margin, and repeat purchase multiplier.
- Apply attribution weight if only part of revenue belongs here.
- Input all direct and shared funnel costs for accuracy.
- Press the button to view results above the form.
- Use the CSV or PDF buttons to export your summary.
Frequently Asked Questions
1. What does this calculator measure?
It estimates funnel volume, attributed customers, revenue, profit, and efficiency metrics like ROI, ROAS, CAC, and cost per lead using staged conversion inputs.
2. Why include attribution weight?
Not every closed deal comes only from one campaign. Attribution weight lets you credit a realistic share of customer revenue to the funnel being analyzed.
3. Should I use revenue or gross profit for ROI?
This tool calculates ROI from gross profit minus total spend. That approach reflects actual margin retained after delivery cost, not headline revenue alone.
4. What is the repeat purchase multiplier?
It scales first-deal revenue when customers typically buy again. Use 1.00 for one-time sales or a higher value for expected repeat purchasing behavior.
5. How accurate are funnel stage projections?
Accuracy depends on your historical data quality. Use recent conversion rates, segment by channel, and avoid mixing very different audiences in one model.
6. What is a good ROI result?
A positive ROI means profit exceeds spend. Strong performance varies by industry, deal cycle, margin structure, and how much indirect cost you include.
7. Can I compare multiple channels with this page?
Yes. Run one channel at a time, export each result, and compare ROI, CAC, and break-even customers across campaigns or periods.
8. Why might ROAS look strong while ROI looks weak?
ROAS only compares revenue to ad spend. ROI also considers margin and all funnel costs, so it gives a broader profitability picture.