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Value calculator

Your ads.
In plain numbers.

Four figures. See what your advertising leaves you.

What do your ads do?

Your figures.

Use one month. Match the results to the same ads.

Your lead-generation figures
What you paid for the ads.
Enquiries generated by those ads.
How many of those enquiries bought?
Sale price minus the direct cost of delivering it.
Not sure what you keep from a sale?

Think of a typical first sale. Leave out ad spend, overheads and tax.

Revenue from one first sale.
What it costs you to deliver that sale.

Your entries are not sent to us.

Not sure of a figure? Leave it blank rather than guess. We can help you work it out.

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The formulas and what they exclude

Lead generation: customers × contribution from one sale, minus ad spend. Cost per enquiry is ad spend ÷ enquiries; cost per new customer is ad spend ÷ customers.

Ecommerce: sales revenue minus direct sales costs and ad spend. ROAS is sales revenue ÷ ad spend, not profit. Use matching dates and attributed results; agency fees, overheads and tax are excluded from the headline result.

For illustration: £1,000 of ads, 50 enquiries, 10 customers and £200 contribution per sale leaves £1,000 before agency fees, overheads and tax. £1,000 of ads, £5,000 sales, £2,500 direct costs and 50 orders leaves £1,500 on the same basis, with 5× ROAS. These examples are arithmetic, not forecasts.

Understand the rest of a campaign budget · Understand lead quality