Campaign Funnel & Budget Forecaster
See how a campaign budget might turn into impressions, clicks, leads and sales. Change one assumption and compare conservative, baseline and upside scenarios—without sending your numbers anywhere.
Set your assumptions
Start with the example, then enter your own estimates. No benchmark is assumed to be typical for your industry.
| Measure | Conservative | Baseline | Upside |
|---|
Understand the estimates
Impressions = budget / CPM × 1,000. Clicks = impressions × CTR. Leads = clicks × lead rate. Sales = leads × close rate. Revenue = sales × average sale value. Estimated contribution after marketing costs = revenue × contribution margin − ad budget − other campaign costs.
Cost per click, cost per lead, cost per sale and return on ad spend are derived from the same assumptions. Totals represent expected values, so fractional leads or sales are mathematically possible even though individual real-world customers are not.
The three scenarios vary all three conversion-related rates together; they are illustrations, not statistical confidence intervals, predictions, industry norms or guarantees. Double-check assumptions against real account and CRM data. This forecast does not include lifetime value, tax, seasonality, attribution delays or capacity constraints.
When this is useful
Compare how small changes to clicks and conversion rates compound across a funnel before committing to a monthly budget. If you only know actual spending and revenue, use the ROAS and profit calculator instead.
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Want help with your digital marketing?
I'm Peter Woodford. If you want a second opinion on campaign budgets, conversion measurement or the wider marketing strategy, you can read about my consulting approach or email me to discuss your project.