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Paid media funnel calculator

Enter budget, CPM, CTR and conversion rates and see the projected funnel from impressions to sales, with CPC, CPL, CAC and ROAS.

Total media spend for the period.
Cost per thousand impressions.
% of impressions that become clicks.
% of visits that become leads.
% of leads that become sales.
Optional. Leave empty to hide revenue and ROAS.

Projected funnel

—Impressions
CTR —
—Clicks
conversion —
—Leads
close —
—Sales

Costs and return

—

CPC

—

CPL

—

CAC

—

Revenue

—

ROAS

How to use the calculator

  1. Enter your planned budget and the channel's average CPM; the pair defines how many impressions the budget buys.
  2. Fill in the expected CTR and the landing page conversion rate to project clicks and leads.
  3. Adjust the close rate and the average order value to get to sales, revenue and ROAS.
  4. Move one lever at a time and watch the funnel: that's how you find the bottleneck before spending a dollar.

What is a media funnel calculator for?

Before putting money into paid media, it pays to answer on paper: with this budget, this CPM and these rates, how many sales come out? The calculator does that math instantly and shows the whole funnel (impressions, clicks, leads and sales) and the cost of each stage. If the projected CAC is already bigger than the margin can absorb, it's better to know before you invest.

Once the campaign is live, it becomes a living benchmark: plug in the real numbers and move one lever at a time. Doubling the CTR cuts the CPC in half; lifting page conversion from 8% to 12% cuts the CPL by a third without touching the budget. Comparing those scenarios side by side shows which stage of the funnel gives back the most per hour of work.

The metrics, one line each

The metrics the calculator uses and the math behind each one:

  • CPM
    What it costs to show your ad a thousand times. It's the auction's entry price: budget ÷ impressions × 1,000.
  • CTR
    Click-through rate: the percentage of impressions that turn into clicks (clicks ÷ impressions × 100). It measures whether the ad convinces the people who see it.
  • CPL
    Cost per lead: budget ÷ leads. It rolls the cost of the click and the page conversion into a single number.
  • CAC
    Customer acquisition cost: budget ÷ sales. This is the number that has to fit inside the product's margin.
  • ROAS
    Return on ad spend: revenue ÷ budget. A 2x ROAS means $2 of revenue for every $1 invested.

Frequently asked questions

Where do I get reference CPM and CTR numbers?

From your own account history: Google Ads and Meta Ads reports show the real CPM and CTR of every campaign. Public benchmarks vary too much by industry, region and creative; treat them as a ceiling and floor reference at most.

What counts as a good ROAS?

It depends on your margin. With a high gross margin, a 2x ROAS can sustain the operation; on a thin margin, the same 2x means selling at a loss. The break-even point is 1 divided by your margin; below that, every sale costs you money.

Does the calculator account for repeat purchases or LTV?

No. It's a snapshot of the first purchase: revenue and ROAS only consider the order value you enter. If your business has recurring revenue, the real return per customer tends to be higher than projected here.

Can I compare different channels?

Yes. Run the numbers once with each channel's CPM, CTR and rates, then compare the resulting CPL and CAC. The funnel structure is the same; what changes are the input parameters.

Need help improving these numbers?

Marktech is a Google and Meta partner and manages paid media for companies, chains and franchises.

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