Calculators & Tools
Know your margins, set the right targets and work out whether your ads have the economics to scale.
New here? Start with the free Growth Checkup for an instant score across your whole account.
Start with the economics
Before you judge an ad campaign, work out what an order and a customer are actually worth.
Contribution Margin Calculator
How much money is actually left to acquire customers?
Work out what remains after product costs, shipping and payment fees: the money available to fund acquisition.
Open the tool →Break-even ROAS Calculator
What's the minimum ROAS you need to avoid losing money?
Calculate the ROAS your ads actually need to achieve once the real costs of fulfilling an order are accounted for.
Open the tool →First-order Profit Calculator
What do you actually make on the first order?
See the real first-order contribution after product costs, fulfilment, fees and acquisition cost.
Open the tool →CAC Calculator
What does a new customer really cost you?
Calculate true customer acquisition cost and compare it with the contribution generated by the customer's first order.
Open the tool →LTV Calculator
How much is a customer actually worth over time?
Calculate margin-adjusted lifetime value and the maximum acquisition cost your customer economics can support.
Open the tool →MER / Blended ROAS Calculator
Is your marketing profitable as a whole?
Compare total revenue with total marketing spend across every channel, then check the result against your underlying margins.
Open the tool →Can those economics survive paid traffic?
Knowing your break-even point is only useful if the page and the ads can produce the conversion rate required to hit it.
Product Page Grader
Can this page profitably convert cold Meta traffic?
Paste a product page URL and analyse how well it is set up to convert cold paid traffic. The grader connects page quality with the conversion rate required by your break-even economics.
- Product page grade
- Conversion weaknesses
- Break-even reality check
- Prioritised fixes
Creative Testing Budget Calculator
Are you spending enough to know which creative actually wins?
Calculate the traffic and budget needed to run a meaningful Meta creative test, and understand what level of lift your current budget can realistically detect.
Calculate your test budget →Industry-specific tools
Calculators for costs and economics that only apply to particular categories.
Everything else on the site
Newsletter
Fortnightly notes built on the tools' output, from accounts currently open.
Read the newsletter →ModelsResources
Spreadsheets and reference notes: the working behind the calculators.
See what's there →PeopleCommunity
A small group of operators comparing real numbers. Not open yet.
Join the waiting list →Who's behind itAbout
Twenty years in digital, ten years buying traffic, and still in the accounts this week.
Read the story →Nothing on the calculators stores what you type: every calculation runs in your browser and disappears when you close the tab.