Social Media Budget Calculator

Build realistic campaign plans with channel budgets and forecasts. Track spend, clicks, leads, and returns. Improve every campaign with clearer targets and smarter allocation.

Enter Campaign Inputs

Channel Allocation Inputs

Example Data Table

Total Budget Days CPM CTR Conversion Rate Average Order Value Main Goal
$25,000 30 $8.50 1.80% 3.20% $75.00 Balanced lead generation and sales forecasting
$12,000 21 $6.20 1.40% 2.10% $55.00 Awareness campaign with controlled spend
$60,000 45 $14.00 0.95% 5.40% $220.00 B2B pipeline generation with higher-value deals

Formula Used

This calculator estimates working media first, then forecasts campaign outcomes from cost and conversion assumptions.

Management Fee = Total Budget × Management Fee % Contingency = Total Budget × Contingency % Working Media Budget = Total Budget − Management Fee − Creative Cost − Tool Cost − Influencer Cost − Contingency Channel Budget = Working Media Budget × Channel Allocation Share Impressions = (Channel Budget ÷ CPM) × 1,000 Clicks = Impressions × CTR Conversions = Clicks × Conversion Rate Revenue = Conversions × Average Order Value CPC = Channel Budget ÷ Clicks CPA = Channel Budget ÷ Conversions ROAS = Revenue ÷ Channel Budget ROI = (Revenue − Spend) ÷ Spend × 100

How to Use This Calculator

  1. Enter your full campaign budget and total campaign days.
  2. Add non-media costs, including management, creative, tools, and influencer spend.
  3. Set performance assumptions for CPM, click-through rate, conversion rate, and average order value.
  4. Assign channel percentages across Facebook, Instagram, LinkedIn, TikTok, YouTube, and X.
  5. Submit the form to view projected media budget, channel distribution, clicks, conversions, revenue, and efficiency metrics.
  6. Use the export buttons to save the output as a CSV file or printable PDF.

Frequently Asked Questions

1. What does this calculator estimate?

It estimates how much of your total budget becomes working media and forecasts impressions, clicks, conversions, revenue, ROAS, ROI, CPC, and acquisition cost.

2. Why are channel percentages normalized?

If your entered percentages do not total exactly 100, the calculator scales them proportionally. This keeps all available media budget allocated without distorting your channel mix.

3. Should management fees come from total budget?

Many teams deduct fees and fixed delivery costs before assigning working media. This model helps separate strategic overhead from actual ad spend.

4. Can I use blended CPM and CTR assumptions?

Yes. The tool works well for blended planning. For higher precision, create separate versions for different audiences, creatives, or campaign objectives.

5. What is the difference between ROAS and ROI?

ROAS compares revenue to media spend only. ROI compares net gain to spend. Both are useful, but they answer different budgeting questions.

6. Why is my ROI negative?

Negative ROI means projected revenue is below total spend. Check CPM, conversion rate, average order value, or reduce overhead and contingency.

7. Is this calculator suitable for B2B and ecommerce?

Yes. Adjust order value and conversion assumptions to fit your funnel. B2B teams can treat revenue as pipeline value or expected closed revenue.