Inputs
Enter assumptions and goals
Results appear above after submit.
Example data table
Sample assumptions and outputs
| Days | Total spend | CPM | CTR | CPC | Leads | Sales | ROAS |
|---|---|---|---|---|---|---|---|
| 30 | USD 1,000.00 | 8.00 | 1.20% | 0.80 | ≈ 180 | ≈ 36 | ≈ 1.80 |
| 14 | USD 500.00 | 10.00 | 1.00% | 1.00 | ≈ 60 | ≈ 12 | ≈ 1.20 |
| 7 | USD 250.00 | 7.50 | 1.60% | 0.70 | ≈ 55 | ≈ 11 | ≈ 2.10 |
These are illustrative estimates, not guarantees.
Formulas used
How the calculator computes results
- Budget pacing: Daily spend = Total spend ÷ Days.
- Effective spend: Effective = Spend × (1 − contingency − learning buffer).
- Impressions: Impressions = (Effective ÷ CPM) × 1000.
- Clicks (CTR path): Clicks = Impressions × (CTR ÷ 100).
- Clicks (CPC path): Clicks = Effective ÷ CPC.
- Leads: Leads = Clicks × (Click→Lead ÷ 100).
- Sales: Sales = Leads × (Lead→Sale ÷ 100).
- Revenue: Revenue = Sales × Average order value.
- All‑in cost: Spend + (Spend×fee) + (Spend×tax).
- ROAS: Revenue ÷ All‑in cost.
- Break‑even ROAS: 1 ÷ (Gross margin ÷ 100).
Hybrid mode averages the CPM+CTR and CPC click estimates when both are available.
How to use
Fast workflow for planning
- Enter campaign days and either total or daily budget.
- Choose an estimation method that matches your reporting.
- Provide CPM, CTR, and CPC using recent account averages.
- Set conversion rates for Click→Lead and Lead→Sale.
- Add order value and gross margin for profit estimates.
- Optional: add fees, tax, contingency, and learning buffers.
- Optional: set a target for leads or sales to estimate budget.
- Submit to view results, then export CSV or PDF.
FAQs
Common questions
1) Should I trust CPM or CPC more?
Use the metric that is most stable in your account. If CPM is steady but CPC swings, pick CPM+CTR. If CPC is consistent across audiences, pick CPC mode. Hybrid is useful when both are reasonable and you want a balanced forecast.
2) What’s a good starting CTR?
If you have no history, try 0.8% to 1.5% for many feed placements. Tight targeting and strong creative can raise it. Broad audiences or weak hooks often lower it. Replace defaults with your last 30–90 days data when possible.
3) Why do results change when I add buffers?
Contingency and learning buffers reduce “effective spend” used for delivery math. This models volatility, testing, and early inefficiency. It helps avoid planning to the best-case path when performance is still stabilizing.
4) How is all‑in cost different from ad spend?
Ad spend is what you allocate to ads. All‑in cost adds fee and tax percentages on top of that spend. Use all‑in cost to compare against revenue, profit, and ROAS so planning reflects your true paid media outlay.
5) What if I only know my cost per lead?
You can approximate CPC using: CPC ≈ CPL × (Click→Lead rate ÷ 100). Then run CPC mode. For better accuracy, plug in your actual CPC and Click→Lead rate from your CRM and ad reports.
6) How does the calculator estimate target budgets?
It back-solves required clicks from your conversion rates, then converts clicks to spend using your chosen method. Finally it adjusts for buffers, fees, and tax. Targets will be sensitive to small changes in conversion rates.
7) Why is break-even ROAS sometimes high?
Low gross margin increases the ROAS needed to cover costs. Break-even ROAS is roughly 1 divided by margin. For example, 25% margin implies about 4.0 break-even ROAS before considering extra operating costs.
8) Can I use this for multiple campaigns?
Yes. Run one scenario per campaign, export each CSV/PDF, then combine totals in a spreadsheet. Keep separate assumptions for cold, warm, and retargeting audiences because CPM, CTR, and conversion rates often differ.