Marketing Performance Calculator
Most businesses can find six numbers about last month. This turns them into the full picture — conversion rate, cost per lead, CAC, ROAS, ROI and break-even figures — and points at where the weak link appears to be.
Enter what you know. Every metric that your numbers support will be calculated; anything that needs a figure you have not given is listed as unavailable rather than estimated.
How this calculator works
Enter whatever you have: advertising spend, visitors, leads, customers and revenue, plus gross margin and ad clicks if you know them. Every metric your numbers support is calculated. Anything that needs a figure you have not supplied is listed as unavailable, with the reason — nothing is estimated or filled in for you.
The formula
Conversion rate = Leads ÷ Visitors × 100. CPL = Spend ÷ Leads. Lead-to-sale = Customers ÷ Leads × 100. CAC = Spend ÷ Customers. ROAS = Revenue ÷ Spend. ROI = (Revenue − Spend) ÷ Spend × 100. Revenue per visitor = Revenue ÷ Visitors. Break-even ROAS = 100 ÷ margin. Break-even CPA = gross profit per sale.
Worked example
12,000 visitors, 180 leads, 36 customers, $10,000 spend and $90,000 revenue gives a 1.5% site conversion rate, $56 per lead, a 20% lead-to-sale rate, $278 CAC and 9.0x ROAS. Add a 55% margin and break-even ROAS is 1.82x — so the advertising is comfortably profitable.
How to read your result
Read the indicators as a direction to investigate rather than a verdict. Strong traffic with weak conversion points at the website; weak traffic with strong conversion points at demand; plenty of leads that do not close points at qualification or follow-up. Adding gross margin sharpens all of it, because it reveals whether the revenue is actually profitable.
What to watch for
The indicators use reference points stated in each message — they are configurable thresholds this tool applies, not industry benchmarks. Your own historical figures are always a better comparison than anyone else’s averages.
Questions
What if I only have some of these numbers?
Enter what you have. Every metric declares the inputs it needs, and anything that cannot be calculated is listed with the reason rather than guessed at.
Should visitors be sessions or users?
Either, as long as you stay consistent. Sessions produce a lower conversion rate than users, so switching between them mid-comparison will invent a trend that is not there.
Why does adding gross margin change so much?
Because without it, no metric can tell you whether the revenue is profitable. Margin unlocks break-even ROAS and break-even CPA, which is where most advertising problems actually surface.
Is this the same as a marketing audit?
No. It is arithmetic on figures you supply. A real audit looks at tracking accuracy, campaign structure and the site itself — this points at where to look first.
Proof this works
400+ sales-qualified leads via calls and forms, tracked end to end.
If you would rather we handled it
We work out where the growth actually is before anyone spends money on media.
Want the numbers behind your numbers?
We will review your advertising, website and tracking, then show you where the biggest gain is. No obligation.