Marketing analytics calculators
Campaign arithmetic for marketers, with each metric defined precisely, including which number goes in the denominator, so reports stay comparable.
Acquisition cost
- Customer Acquisition Cost CalculatorWork out CAC: total marketing and sales cost divided by the new customers won in the same period, plus a marketing-only CAC.
- Cost Per Lead CalculatorDivide campaign spend by the leads it produced to get cost per lead, and by qualified leads only to see the cost of a sales-ready lead.
- Cost Per Acquisition CalculatorWork out CPA: total campaign cost (media plus fees and creative) divided by conversions, with a media-only CPA for comparing channels.
Attribution
Campaign ROI
- Content Marketing ROI CalculatorWork out content marketing ROI from attributed revenue, gross margin and the full cost of producing, distributing and running content.
- Influencer Campaign ROI CalculatorWork out influencer ROI from tracked orders, order value and contribution margin against the creator fee, gifted product and other costs.
Customer value
- Customer Lifetime Value CalculatorEstimate customer lifetime value as gross profit: average order value × purchases per year × years as a customer × gross margin.
- LTV to CAC Ratio CalculatorDivide customer lifetime value (gross profit) by acquisition cost to get the LTV:CAC ratio, net value per customer and CAC payback in months.
- Email Click-to-Open Rate CalculatorCalculate click-to-open rate (unique clicks ÷ unique opens), open rate and click rate (both ÷ delivered) for an email campaign.
- Email Bounce Rate CalculatorCalculate email bounce rate (hard and soft bounces ÷ emails sent), emails delivered and delivery rate for a send or a whole campaign.
- Email Unsubscribe Rate CalculatorCalculate the unsubscribe rate of an email send as unsubscribes divided by emails delivered, and unsubscribes per 1,000 delivered.
- Email Subscriber Growth CalculatorWork out net list growth and growth rate from new subscribers, unsubscribes and removals, then project list size if this period repeats.
Funnel & conversion
- Lead to Customer Conversion CalculatorCalculate the share of leads that became paying customers, leads needed per customer, and the leads you need for a customer target.
- Sales Funnel Forecast CalculatorMultiply visitors through your own visitor-to-lead, lead-to-SQL and SQL-to-customer rates to see expected leads, SQLs, customers and revenue.
- Landing Page Revenue Per Visitor CalculatorCalculate revenue per visitor for a landing page (revenue ÷ unique visitors), with its conversion rate and average order value.
Paid media
- Break-even ROAS CalculatorFind the ROAS at which ads stop losing money after gross margin and variable fees, the ROAS needed for a target profit, and break-even ACoS.
- Google Ads Budget CalculatorPlan a pay-per-click budget backwards from the conversions you want, your own conversion rate and cost per click, with a daily budget.
- Click-Through Rate CalculatorCalculate click-through rate as clicks divided by impressions × 100 for ads, search results or banners, and see impressions per click.
- Ad Frequency CalculatorCalculate average ad frequency as impressions divided by unique reach, plus reach as a share of your audience and gross rating points.
- Cost Per Mille (CPM) CalculatorCalculate CPM (cost per thousand impressions) from spend and impressions, and how many impressions a planned budget buys at that CPM.
SEO
- SEO Traffic Opportunity CalculatorEstimate organic visits, conversions and value from keyword search volume and the click-through and conversion rates you expect.
- SEO Organic Conversion Rate CalculatorCalculate the conversion rate of organic search traffic as conversions divided by organic sessions, plus revenue per session and per conversion.
Social & video
- Video Completion Rate CalculatorCalculate video completion rate as completed views divided by video starts, the drop-off rate, and view rate from impressions.
- Engagement Rate CalculatorAdd up likes, comments, shares, saves and clicks and divide by reach, impressions or followers to get a social post’s engagement rate.