Calculators.
Run the numbers that decide the economics — before you spend a penny. Four interactive calculators with market benchmarks built in, so you can go from “what do I need?” to a concrete estimate in seconds.
The flagship
What do I get out of my ad budget?
Enter a budget and see the whole chain: the market-average CPM gives your impressions, the click rate your clicks, the conversion rate your orders — and so your expected revenue, ROAS and POAS. Switch industry preset or adjust each number with your own.
Revenue
€15,840
ROAS
3.2×
Impressions
500,000
Clicks
11,000
Orders
176
CPC
€0.45
CPA
€28
POAS
1.4×
Contribution after ads
€2,128
The budget turns a gross-level profit — there's room to scale, provided fixed costs are covered.
Calculator
ROAS calculator
Revenue per ad pound — held up against your break-even ROAS, so you can see whether the campaign is actually making money.
ROAS
4×
Break-even ROAS
2.2×
Contribution after ads
€4,000
Your ROAS is above break-even (2.2×) — the campaign makes money at gross level.
Calculator
POAS calculator
Profit per ad pound. The number that decides whether advertising makes money — not just revenue.
POAS
1.8×
ROAS (for comparison)
4×
Gross profit
€9,000
After ads
€4,000
A POAS above 1 means the ads pay for themselves at gross level. Whether it turns a profit depends on your fixed costs.
Calculator
CLTV calculator
What a customer is worth over their lifetime — and therefore how much you can afford to pay to win one (CAC).
CLTV (lifetime value in contribution)
€180
Annual customer value
€90
Total purchases
4
Max. recommended CAC (3:1 ratio)
€60
With a healthy CLTV:CAC of 3:1 you can afford to pay up to €60 to win a customer — and still make money over their lifetime.
Dedicated tools
CPC and budget calculator
Works both ways: what a budget returns in clicks and orders, or what a given number of clicks will cost. Includes CPC to CPM conversion.
Break-even ROAS calculator
Find the ROAS where advertising breaks even — calculated from price, cost of goods and return rate rather than from a margin you have to guess.
CAC and payback calculator
Work out what a new customer costs, what she is worth over her lifetime, and how many months it takes before she has paid for herself.
Contribution margin calculator
Work out contribution 1, 2 and 3 for an online shop: after cost of goods, after variable order costs, and after marketing.
UTM builder
Build tracking links that do not break your reporting. Values are normalised automatically, so Facebook and facebook do not become two sources in GA4.
The default values are international e-commerce averages from 2025 (including WordStream and Triple Whale), converted to euros. Meta is billed per impression (CPM), Google Search and Shopping per click (CPC). Your country and your specific industry can differ significantly — so adjust the fields with your own numbers for an accurate estimate.
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