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
| Field | What to enter |
|---|---|
| Impressions | A number |
| Click-through rate | In % |
| Visits that become leads | In % |
| Leads that become customers | In % |
| Total campaign cost | Amount in your currency |
| Revenue per order | Amount in your currency |
| Orders 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:
| Impressions | ROI (%) |
|---|---|
| 250,000 | 44 |
| 375,000 | 116 |
| 500,000 | 188 |
| 625,000 | 260 |
| 750,000 | 332 |
| 1,000,000 | 476 |
Formula
Visits = impressions × CTR; leads = visits × visit-to-lead rate; customers = leads × lead-to-customer rateCPM = cost ÷ impressions × 1,000; CPC = cost ÷ visits; CPL = cost ÷ leads; CAC = cost ÷ customersROI = (revenue − cost) ÷ costWorked 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 %.
Frequently asked questions
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.