# Online Marketing Conversion Calculator (Funnel ROI)

URL: https://speedycalculator.com/calculators/finance/online-marketing-conversion/
Last updated: 2026-10-25

> The online marketing conversion calculator follows a campaign through the funnel – impressions, clicks, leads and customers – and works out CPM, CPC, cost per lead, cost per customer, revenue per stage, customer lifetime value and ROI.

## Inputs

- Impressions
- Click-through rate (%)
- Visits that become leads (%)
- Leads that become customers (%)
- Total campaign cost
- Revenue per order
- Orders per customer (lifetime)

## Results

- Visits
- Leads
- Customers
- CPM
- Cost per click
- Cost per lead
- Cost per customer
- Customer lifetime value
- Total revenue
- ROI

## Formula

```
Visits = impressions × CTR; leads = visits × visit-to-lead rate; customers = leads × lead-to-customer rate
CPM = cost ÷ impressions × 1,000; CPC = cost ÷ visits; CPL = cost ÷ leads; CAC = cost ÷ customers
ROI = (revenue − cost) ÷ cost
```

## Explanation

Looking at every stage of the funnel shows where a campaign loses people. Doubling a weak conversion step often does more than doubling traffic. Including repeat orders gives a fairer picture of the revenue a customer brings.

### How to use the Online Marketing Conversion Calculator

- **Impressions**
- **Click-through rate**
- **Visits that become leads**
- **Leads that become customers**
- **Total campaign cost**
- **Revenue per order**
- **Orders per customer (lifetime)**

Results update as you type, and every field accepts the units shown in its menu.

### How it works

Enter impressions, CTR, conversion rates at each step, the campaign cost, revenue per order and orders per customer.

### Tips

- Use figures for the same period (a month, a quarter or a year) for every input so ratios compare like with like.
- Track the metric over time – the trend usually tells you more than a single value.
- Compare your result with industry benchmarks, which vary a lot between sectors.
- Treat the result as a starting point for a decision, then check the assumptions behind each input.

### Common mistakes to avoid

- Mixing monthly and yearly numbers in the same calculation.
- Using revenue where the formula needs profit (or the other way round).
- Forgetting hidden costs such as taxes, fees, overheads or your own time.

### Inputs explained

FieldWhat to enterImpressionsA numberClick-through rateIn %Visits that become leadsIn %Leads that become customersIn %Total campaign costAmount in your currencyRevenue per orderAmount in your currencyOrders per customer (lifetime)A number

### What each result means

- **Visits** = [Impressions]×[Click-through rate]÷100
- **Leads** = [Visits]×[Visits that become leads]÷100
- **Customers** = [Leads]×[Leads that become customers]÷100
- **CPM** = [Total campaign cost]÷[Impressions]×1000
- **Cost per click** = [Total campaign cost]÷[Visits]
- **Cost per lead** = [Total campaign cost]÷[Leads]
- **Cost per customer** = [Total campaign cost]÷[Customers]
- **Customer lifetime value** = [Revenue per order]×[Orders per customer (lifetime)]
- **Total revenue** = [Customers]×[Customer lifetime value]
- **ROI** = ([Total revenue] - [Total campaign cost])÷[Total campaign cost]×100

### Example values

How the main result changes when **Impressions** changes and everything else stays at the example values above:

ImpressionsROI (%)250,00044375,000116500,000188625,000260750,0003321,000,000476

## Worked example

Inputs — Impressions: 500,000; Click-through rate: 1.5 %; Visits that become leads: 8 %; Leads that become customers: 12 %; Total campaign cost: $6,000; Revenue per order: $80; Orders per customer (lifetime): 3.

Results — Visits = 7,500; Leads = 600; Customers = 72; CPM = $12.00; Cost per click = $0.80; Cost per lead = $10.00; Cost per customer = $83.33; Customer lifetime value = $240.00; Total revenue = $17,280.00; **ROI = 188 %**.

## FAQ

**Which funnel stage should I improve first?**
The one with the lowest conversion compared with benchmarks.

**What is a good cost per lead?**
Anything well below the value a lead brings – it varies by industry.

**Should I include repeat orders?**
Yes, if customers reliably buy again – it gives a truer ROI.

**What formula does the Online Marketing Conversion Calculator use?**
Visits = impressions × CTR; leads = visits × visit-to-lead rate; customers = leads × lead-to-customer rate.