Total Ad Spend
The total budget allocated or spent on your advertising campaign for a specific period.
Campaign Funnel Calculator
Model your entire ad campaign funnel, from clicks to profit. Calculate key metrics like ROAS, CPA, CPL, and the impact of up-sells. A free tool for marketers.
Scenario A
Campaign Budget & Performance
Lead & Sales Funnel
Up-Sell Metrics (Optional)
How to Calculate Your Campaign Funnel
Understanding the financial health of your marketing efforts goes beyond simple metrics. This campaign funnel calculator allows you to model your entire sales process, from the initial ad click down to the final net profit. By mapping out each of the marketing funnel stages—from acquiring traffic to converting qualified leads—you can accurately forecast performance, identify bottlenecks, and measure critical KPIs like ROAS, CPA, and CPL.
Step 1: Define Your Top-of-Funnel Costs
Start with your advertising budget. Enter your Total Ad Spend for the campaign and your estimated Cost Per Click (CPC). These two numbers determine how much traffic you can buy.
Total Clicks = Total Ad Spend / CPC
Step 2: Model Your Conversion Rates
Next, define how efficiently that traffic converts. You'll need your Lead Conversion Rate (visitors who become leads), the percentage of those who are Qualified Leads, and finally, your Sales Closing Rate on those qualified leads.
Total Sales = Total Clicks × Lead Conv. Rate % × Qualified Lead % × Sales Closing Rate %
Step 3: Calculate Revenue and Profit
Finally, determine your revenue by entering your Average Order Value (AOV) and any potential up-sell revenue. The calculator then subtracts your ad spend to find your Net Profit and Return On Ad Spend (ROAS).
Net Profit = (Total Sales × AOV) + Up-sell Revenue - Total Ad Spend
FAQs
A 400% ROAS (a 4:1 ratio) is a common industry benchmark. However, a truly 'good' number depends on your profit margins and industry. A low-margin e-commerce business might need a 1000% ROAS, while a high-margin SaaS business can be profitable at 300%.
The main marketing funnel stages are awareness, consideration, and conversion. Our calculator models these numerically: 'Clicks' represent awareness, 'Leads' and 'Qualified Leads' represent consideration, and 'Sales' represent the final conversion.
CPC directly affects the volume of traffic at the top of your funnel. A lower Cost Per Click (CPC) allows you to generate more clicks for the same ad spend, which increases the number of potential leads and sales your funnel can produce. It's a key lever for improving your final Cost Per Acquisition (CPA).
A Lead is anyone who shows initial interest (e.g., fills out a form). A Qualified Lead (often called a Marketing Qualified Lead or MQL) is a lead that has been vetted and meets specific criteria, making them much more likely to buy. Separating these helps you understand your funnel's health at different stages.
Net Profit is more important because it measures actual profitability, while ROAS only measures revenue. A campaign can have a high ROAS but still result in a net loss if your product costs and other expenses are too high. Net Profit is the ultimate measure of a campaign's financial success.
Key Terms for this Calculator
Cost Per Click (CPC)
The average amount you pay each time a user clicks on one of your ads. You can analyze this metric with our CPC Calculator.
Lead Conversion Rate (%)
The percentage of people who click your ad and then complete a desired action to become a "lead" (e.g., fill out a form, download a guide).
Qualified Lead Percentage (%)
The percentage of your total leads that meet specific criteria, qualifying them as potential high-value customers worthy of a sales team's follow-up.
Sales Team Closing Rate (%)
The percentage of qualified leads that your sales team successfully converts into paying customers.
Average Order Value ($)
The average dollar amount spent each time a customer completes an order. Calculated as (Total Revenue / Number of Orders).
Up-Sell Offer Price ($)
The price of an additional product or service offered to customers after their initial purchase.
Up-Sell Take Rate (%)
The percentage of new customers who accept and purchase your up-sell offer.
Cost Per Lead (CPL)
The average cost to generate one new lead from your campaign. Calculated as (Total Ad Spend / Total Leads). This is a key funnel metric for lead generation businesses.
Key Performance Indicator (KPI)
A measurable value that demonstrates how effectively a company is achieving key business objectives. For a campaign funnel, KPIs include ROAS, CPA, CPL, and conversion rates.