Estimate impressions, clicks and results before you spend, then compare the same budget on every platform.
Estimated results
Based on industry averages. Log real results below to calibrate.
ImpressionsRange 66,667 – 166,667
ReachPeople, roughly
ClicksRange 733 – 1,833
CTR
CPC
CPM
SalesRange 13 – 33
Cost per saleRange $30.30 – $75.76
RevenueRange $792 – $1,980
ROASRange 0.79x – 1.98x
Roughly break-even on revenue. Profit depends on your margins; improve creative or conversion rate before scaling.
Same budget on every platform
Expected results and cost per result for this audience, best first. Estimates.
Same budget on every platform| Platform | Compared | Sales | Cost each |
|---|
| TikTok | | 17 | $59.83 |
|---|
| Google Search | | 14 | $73.33 |
|---|
| Snapchat | | 11 | $92.59 |
|---|
| X (Twitter) | | 11 | $93.75 |
|---|
| Google Display | | 8 | $125 |
|---|
| YouTube | | 7.5 | $133 |
|---|
| LinkedIn | | 1.4 | $727 |
|---|
Log a real campaign result
Uses the platform, region, audience type and goal selected above. Your results calibrate future predictions.
Meta (Facebook & Instagram) · North America · Sales · Consumers (B2C)
Estimates come from broad industry averages adjusted for region, audience, goal and creative. Real results vary widely with your offer, landing page, season and targeting. Run a small test, then replace these with your own numbers.
Impressions How many times your content or ad was shown.
Count reported by the platform
One person can see it many times; compare with reach.
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Reach How many different people saw it.
Unique viewers
Grow reach in your target audience, not just any audience.
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CTR (click-through rate) Out of everyone who saw it, the share who clicked.
Clicks ÷ Impressions × 100
Low CTR usually means the hook or creative isn't landing.
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CPM What you pay for 1,000 ad views.
Spend ÷ Impressions × 1,000
Rises in busy seasons; compare within the same platform.
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CPC What you pay for each click.
Spend ÷ Clicks
Cheap clicks are worthless if they don't convert.
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Conversion rate Share of visitors who take the action you want.
Conversions ÷ Visitors × 100
Measure per page and per traffic source.
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CPL / CPA Cost to get one lead or one action.
Spend ÷ Leads (or Actions)
Judge alongside lead quality.
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CAC Total cost to win one new customer.
(Marketing + Sales costs) ÷ New customers
Include salaries and tools for the true number.
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LTV (lifetime value) How much profit a customer brings over their whole relationship with you.
Avg monthly revenue × Gross margin ÷ Monthly churn
Use gross margin, not revenue, for decisions.
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LTV:CAC ratio How much value a customer brings for every 1 you spend to win them.
LTV ÷ CAC
About 3:1 is a commonly cited healthy target.
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CAC payback Months until a customer pays back what it cost to win them.
CAC ÷ (Monthly revenue per customer × Gross margin)
Shorter payback means you can grow faster with less cash.
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ROAS Revenue earned for every 1 spent on ads.
Ad revenue ÷ Ad spend
Compare with your break-even ROAS (1 ÷ gross margin).
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ROI Profit earned for every 1 invested.
(Gain − Cost) ÷ Cost × 100
Include all costs, not just media.
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Churn rate Share of customers who leave in a period.
Customers lost ÷ Customers at start × 100
Small churn changes have a big effect on LTV.
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Retention rate Share of customers who stay.
(End customers − New customers) ÷ Start customers × 100
Look at it by cohort.
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MQL / SQL Leads marketing thinks are a fit (MQL) and leads sales has accepted (SQL).
Counts by lifecycle stage
Agree definitions with sales in writing.
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Pipeline Total value of open sales opportunities.
Sum of open deal values
Track marketing-sourced vs influenced.
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Win rate Share of opportunities that become customers.
Won deals ÷ Closed deals × 100
Segment by source to see lead quality.
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AOV (average order value) Average amount spent per order.
Revenue ÷ Orders
Bundles and upsells raise AOV.
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Engagement rate Share of viewers who like, comment, share or save.
Engagements ÷ Reach (or Impressions) × 100
Saves and shares signal real value.
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Email open & click rate Share of recipients who open, and who click.
Opens ÷ Delivered; Clicks ÷ Delivered
Privacy features inflate opens; trust clicks more.
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NPS How likely customers are to recommend you, on a −100 to 100 scale.
% promoters (9–10) − % detractors (0–6)
Read the comments; the score alone won't tell you what to fix.
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Share of voice Your share of the conversation or ad presence in your market.
Your mentions ÷ Total category mentions × 100
A leading indicator of future market share.
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Brand search volume How many people search your brand name.
Monthly branded searches
A useful proxy for awareness growth.
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