The toolkit

All marketing calculators

Every metric that drives a growth decision, in three families. Pick one, type your numbers, read the answer and what it means.

01 · Paid Advertising10 tools

ROASPopular

Return on ad spend

ROAS = Revenue ÷ Ad spend · Break-even = 1 ÷ Gross margin

CACPopular

Customer acquisition cost

CAC = Spend ÷ New customers · judged vs LTV (aim CAC ≤ LTV ÷ 3)

ROAS target

ROAS needed to hit a profit goal

Target ROAS = 1 ÷ (Gross margin − Target margin)

CPA

Cost per acquisition

CPA = Ad spend ÷ Conversions

CPM

Cost per 1,000 impressions

CPM = Cost ÷ Impressions × 1,000

CPC

Cost per click

CPC = Cost ÷ Clicks

CTR

Click-through rate

CTR = Clicks ÷ Impressions × 100

Break-even ROAS

Minimum profitable ROAS

Break-even ROAS = 1 ÷ Gross margin

Ad budget

Spend needed for a revenue target

Budget = Revenue target ÷ Target ROAS

Frequency

Impressions ÷ reach (ad fatigue)

Frequency = Impressions ÷ Reach

02 · Conversion & Funnel7 tools

Conversion ratePopular

Conversions ÷ visitors

Conversion rate = Conversions ÷ Visitors

Landing page value

Traffic × CVR × AOV

Revenue = Visitors × Conversion rate × AOV

Lead-to-close rate

Closed deals ÷ leads

Lead-to-close = Closed ÷ Leads × 100

Funnel drop-off

Where you lose people, stage by stage

Step conversion = Stage ÷ Previous stage

A/B test significanceNew

Is your result statistically valid?

Two-proportion z-test → two-tailed p-value

Email list growth

Net growth rate of your list

Growth rate = (New − Unsubscribes) ÷ Total × 100

Email conversion

Conversions ÷ emails delivered

Email conversion = Conversions ÷ Delivered × 100

03 · Revenue & Profitability10 tools

LTVPopular

Customer lifetime value

LTV = AOV × Orders/yr × Lifespan

LTV:CAC ratio

The key growth-health metric

LTV:CAC = LTV ÷ CAC

Payback period

Months to recover CAC

Payback = CAC ÷ (Monthly revenue × Gross margin)

AOV

Average order value

AOV = Revenue ÷ Orders

Gross margin

Profit left after cost of goods

Gross margin = (Revenue − COGS) ÷ Revenue × 100

Break-even point

Units & revenue to cover costs

Break-even units = Fixed costs ÷ (Price − Variable cost)

MRR / ARR

Recurring revenue for SaaS

MRR = Customers × ARPU · ARR = MRR × 12

Revenue per visitor

Revenue ÷ visitors

RPV = Revenue ÷ Visitors

Churn rateNew

Customers lost over a period

Churn = Customers lost ÷ Customers at start × 100

Retention rateNew

Customers you kept over a period

Retention = (End − New) ÷ Start × 100