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Media plan builder

One line per channel or campaign, with budget and estimated costs. The builder projects impressions, clicks, leads and sales for each line, adds everything up into a funnel and delivers the plan table.

Media lines

One line per channel, format or campaign. Enter the budget and the buying model (CPM, CPC or CPL) with the estimated rates; the builder calculates the rest.

—impressions—clicks—leads—CPL—sales—revenue—ROAS

—impressions—clicks—leads—CPL—sales—revenue—ROAS

—impressions—clicks—leads—CPL—sales—revenue—ROAS

—impressions—clicks—leads—CPL—sales—revenue—ROAS

—impressions—clicks—leads—CPL—sales—revenue—ROAS

Up to 20 lines. Conversion is the % of clicks that become leads; close rate and average ticket are optional and unlock revenue and ROAS.

Media plan

The lines added up, with totals, consolidated funnel, budget by funnel stage and by channel, and the table ready to paste into a spreadsheet.

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Total budget

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Impressions

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Clicks

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Avg. CPC

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Projected leads

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Avg. CPL

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Sales

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CAC

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Revenue

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ROAS

Consolidated funnel

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

Budget by funnel stage

    Budget by channel

      Plan table

      ChannelFormatStageBudget% of budgetBuyingCPMCTRCPCImpressionsClicksConversionLeadsCPLClose rateSalesTicketRevenueROAS

      How to build the plan

      1. Give the plan a name and a period and create one line for each channel, format or campaign. Channel and format are free text; the funnel stage organizes the summary.
      2. On each line, enter the budget and choose how the media is bought. By CPM, the builder projects impressions and clicks from the CTR; by CPC, it projects clicks directly; by CPL, only leads.
      3. Fill in the conversion (the % of clicks that become leads) and, if you want to reach revenue and ROAS, the close rate and the average ticket. Calculated fields show in gray, on the line itself.
      4. Read the plan in the second part, with totals, consolidated funnel, budget by stage and by channel, and the table. Copy it for your spreadsheet in one click or download the CSV.

      How the builder calculates each line

      Each line is a small funnel. By CPM, impressions come from the budget divided by the CPM, and clicks come from the CTR. By CPC, clicks come from the budget divided by the CPC, and impressions are rebuilt from the CTR when it is given. By CPL, the line counts for the leads it delivers, with no impressions or clicks, as happens with partnerships and sponsored content paid per result.

      From clicks onward, the math is the funnel calculator’s, line by line. Conversion turns clicks into leads, the close rate turns leads into sales and the average ticket turns sales into revenue, from which ROAS and CAC follow. The plan adds the lines at each stage and recalculates the consolidated rates as ratios between sums, so a large channel weighs more than a small one, as it should.

      Whatever is left out of a total is stated under the table. Lines bought per lead do not count toward impressions and clicks, and revenue only considers the lines that have a close rate and a ticket. An honest total with a note is worth more than a round number that mixes what cannot be compared.

      The columns of the plan

      The fields each line asks for and the math behind each one:

      • CPM
        Cost per thousand impressions. Budget divided by the CPM, times a thousand, gives the impressions. It is the entry price in display, video and social.
      • CTR
        Click-through rate, the percentage of impressions that becomes a click. By CPM it projects the clicks; by CPC it rebuilds the impressions.
      • CPC
        Cost per click. Budget divided by the CPC gives the clicks. It is how search is usually planned.
      • Conversion
        The percentage of clicks that becomes a lead (or a purchase, in e-commerce). Together with the CPC, it sets the line’s CPL.
      • CPL
        Cost per lead, budget divided by leads. On lines bought per lead it is the agreed price; on the others, it is a result.
      • Close rate and ticket
        The percentage of leads that becomes a sale and the average value of each sale. Optional, they unlock revenue, ROAS and CAC.

      Frequently asked questions

      Where do I get CPM, CTR and conversion for the plan?

      From your own accounts’ history, campaign by campaign. Google Ads and Meta Ads reports show real CPM, CTR and CPC. Without history, use benchmarks as ceiling and floor and revise the plan after the first month; Marktech’s Google Ads benchmark for Brazil brings search CTR, CPC and CPM by industry.

      Can I mix lines bought by CPM, CPC and CPL in the same plan?

      Yes, the model is chosen per line. Search usually goes in by CPC, social and video by CPM, and partnerships paid per result by CPL. Lines bought per lead have no impressions or clicks, and the note under the table says they were left out of those totals.

      I sell directly on the site, with no lead stage. How do I use the plan?

      Treat the conversion as the purchase and leave the close rate at 100%. The leads column then becomes orders, the average ticket gives the revenue and ROAS comes out per line and in total.

      How do I decide the budget of each line?

      Start from the proportions of your history or from the weight of each funnel stage, and test scenarios by changing one line at a time. To split the budget across channels by the return of each one, the budget allocation simulator does that math from the return curves.

      Does the builder replace the media plan spreadsheet?

      It builds the plan and the reading; the spreadsheet remains the working document. The copy button carries the table with tab-separated columns, which the spreadsheet understands on paste, and the CSV is for filing or sharing.

      What does the funnel stage on a line mean?

      Top is awareness, middle is consideration and bottom is conversion. Rates change a lot between them, so separating lines by stage keeps the summary honest and shows how much of the budget is building demand and how much is harvesting it.

      Does my data leave the browser?

      No. The plan is calculated and kept in your own browser, so it is not lost when the page reloads, and nothing is sent to a server. The new plan button clears the lines.

      Read more

      Want a media plan built on data from your own accounts?

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

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